Only on Wednesdays: more than just an events platform

Only on Wednesdays is a creative outlook that encourages female leaders to collaborate, discuss industry topics and provoke change. Foolproof engaged the opportunity by creating the brand proposition, strategy and design.

The logomark was born out of the concept of time and space, combining minimalist letterforms with motion to evoke the idea of shifting perspectives. The typographic approach allowed for a flexible mark that can be used creatively across the various media and applications of the brand.

Each letter in the logomark is symbolic and loaded with motion. The W’s diagonals spin from its apex like clock hands, locking a specific time into place. Each o, representative of female personalities, congregate and move positions around it, just as leaders would shift their perspectives during an event.

The design language is formed from the spirit of communication. Typography — the written word — is the main focus of the identity which takes the form of individual themes, timeslots and personalities. Set in a clean, contemporary sans serif, Sharp Sans Display no.1, its circular and symmetrical form provides a system for words and letters that flow harmoniously.

A flexible combination of design assets were created to allow for tailored combinations across digital and physical. The design language weaves beautiful black and white imagery with a rich palette and a balanced type system in striking layered compositions.

The identity was used flexibly across a whole host of apparel and accessories. They enrich events and provide memorable takeaways for the female leaders who attend.

The visual identity closes the gap between the screen and the real world, providing a doorway to physical pop-up events — uniting places, personalities and topics into spaces where big ideas take shape and bright futures can shine. Our goal was to provide a window to London and the wider community.

Only on Wednesdays is modular. Letterforms are playfully abstracted - a stretched out ‘W’ creates a negative space between the diagonals where photography and words can be shown. Using the ‘O’ as a container for profile imagery provides a structured, yet playful framework for rich content to sit within.

We built a design library to house the Only on Wednesdays brand. The library empowers future creatives with the resources they need to create an effective, digital-first experience that enables them to govern the ever-changing nature of hosted events.