Sometimes Studio led the creative direction for THE WKND 2024, crafting an identity inspired by the invitation to step away from the noise of everyday life and make space for rest, renewal, and encountering God. Drawing inspiration from vintage roadside motels and nostalgic coastal escapes, the campaign captured the feeling of a weekend intentionally set apart.

The visual system paired retro-inspired design cues with a contemporary execution, creating an experience that felt both familiar and refreshing. Designed to translate seamlessly across digital and physical touchpoints, the identity extended across social media, printed collateral, environmental graphics, and event signage, delivering a cohesive and immersive brand experience from first invitation to final event.