FEELING THE WEEKDAY

Weekday is a modern fashion brand shaped by honesty, clarity, and everyday expression. Their voice feels direct, grounded, and close to the way people actually speak.

A collage image with a photo of a storefront with a sign that says 'Weekday,' a woman taking a selfie in front of a mirror, and text describing the Weekday fashion brand and its founder, Nikki.

About the Project

This project is a strategy exploration imagining how Weekday’s affiliate program could work if it were shaped by real behaviour instead of influencer performance. It studies trust, culture, and daily posting habits to design a softer, more human approach.

The Process I Took

I looked at how affiliate partners speak, post, and build trust in everyday environments. Then I shaped insights around tone, authenticity, and what makes someone feel believable online.

A white T-shirt with the quote "Don't be the solution, Be the problem" in black cursive font.
A woman standing outdoors on a city sidewalk, wearing a polka dot shirt, plaid tights, pink leg warmers, and a furry hat, with a building and greenery in the background. A small inset photo shows two women with blonde and dark hair, wearing fashionable clothing.
A woman wearing black sunglasses, a black mesh top, and white pants, holding her face with her hands, posing for a photo.
A woman taking a mirror selfie in a cozy living room, holding a fluffy gray and white cat, with soft lighting and warm decor in the background.
A woman with long blonde hair in a beige and black outfit walking on a city street holding a cane, with a bus and buildings in the background.
A digital collage incorporating six photographs of diverse women in various fashionable outfits, set against a white background with bold black text on the left. The text discusses trends in social media content, emphasizing the shift towards raw, authentic posts over staged photos.
A woman with curly hair wearing a black outfit, including a T-shirt, skirt, and knee-high boots, posing against a gray concrete wall with a smaller photo inset of her sitting on a concrete ledge.
A woman in a black blazer, white shirt, and black scarf taking a selfie in a city street mirror. She is wearing a navy cap with white text that says 'YOUNG EXECUTIVE'. The background shows a busy city street with buildings and pedestrians.
A person with curly hair wearing a black hoodie and jeans standing outdoors at dusk, with a city skyline in the background. The left side of the image has bold black text reading 'THANK YOU' and includes the name 'NICOLE SCOTT, AFFILIATE SPECIALIST'.

What I Learned

I learned that credibility grows from warmth, consistency, and human rhythm rather than high polish. I also learned that smaller, steady voices often feel more real than high-visibility influencers.

Why It Matters

It shows how an affiliate strategy can feel soft, cultural, and rooted in daily life. It also highlights how real voices, not staged performances, create deeper trust with young audiences.