We wanted to convey that insight as simply as possible, making it inspirational (and maybe even a little aspirational) without putting any pressure on people’s time off. The message: there’s a weekend behind every good idea. That led to a clear line: ‘thought up on the weekend’. When paired with iconic inventions and a concise call to action, it positions the FD Weekend as a source of in-depth journalism, insights and inspiration–integral parts of a good weekend.
We went with a visual style that has stopping power, while staying close to the brand. The ideas take centre stage. For outdoor, we leave a lot to the viewer’s imagination. But the closer you get–like print, video and radio–the more of FD’s message is conveyed.