When developing the color palette, we chose a vibrant, unexpected scheme, leading with a striking cobalt blue paired with a vivid disco green (as we call it) to offset and pop against the more neutral and feminine tones repeated throughout the line.

The WN stitch mark, for example, is not just a stamp but a branded integration that works as beautifully on the clothing as it does within branded collateral. We wanted to design a system of elements, beyond just a logo and monogram, that could become as iconic as the heritage fashion brands you see today. We set out to build a layered identity that would allow the Wknd Nation team the flexibility and confidence to experiment and play with every element of the Brand ID. The Founders didn’t want anything too high-polished or pristine, so we would need to cultivate an edge of imperfection. When fashion industry veterans Sofia Karvela and Phuong Ireland approached ROOK/NYC to talk branding for their soon-to-launch casual wear line, we knew the branding would need to reflect the founders’ shared effortlessly cool vibe, and in keeping with their values, should be aspirational but still feel relatable and real.

The logo mark can be found in a stitched pattern throughout the identity, making for a sleek and modern design throughout. The primary two colors of cobalt blue and a nearly neon seafoam green make a statement while remaining effortlessly cool.

The branding system is fun, quirky, and filled with confidence. In a world where working from home has become the norm, you could say that this brand knows exactly where the trends are heading and staying. With a tagline like homeworksocial, it's clear that they make clothing that's fit for any occasion, and even more evident with items such as 'Boardroom Joggers.' Clothing brand Wknd Nation has partnered with ROOK/NYC to create the branding for a fashion company that is unlike anything else you've seen before.

Effortless brand