Mondays
Flipping the Monday blues on its head
Services
- Brand Strategy
- Visual Identity
- Motion Design
- Copywriting
- Brand Guidelines
- Spatial Design
Mondays was founded to flip the dogma of the ‘Monday blues’ on its head. Rather than being drab or something to dread, Mondays reimagines the start of the week as a moment of optimism and momentum. The health and fitness service offers a 360-degree approach to wellbeing, combining expert guidance from industry-leading health professionals with bespoke training programmes and nutritional support.
Built for modern lifestyles, Mondays exists to spark excitement about what the week ahead might entail, helping people feel motivated, supported and ready to move.
VISUAL IDENTITY
The visual identity combines powerful typography and expressive imagery with soft, flowing colours and shapes taken from the infinite ‘M’ loop logo. A blue-to-pink gradient represents a clear, calming sky, offering a liberating reframe of the ‘Monday blues’ and reinforcing the brand’s holistic, optimistic outlook.
STRATEGY
As health and wellbeing become a priority for more people, expert support is no longer reserved for elite athletes alone. Mondays set out to provide an accessible, one-stop service for both physical and mental wellbeing, empowering everyday people to stay active and healthy regardless of their goals or ability. Our strategic focus was to communicate this mission clearly, positioning Mondays as inclusive, optimistic and rooted in long-term wellbeing.
“The Deuce guys were easy to communicate with and responded very well to the feedback we had on the project. They went the extra mile to understand what the needs were for the business/brand and produced a project we were very happy with. We’ll be working with these guys again in the future.”
Danny Ball
Founder, Mondays
BRANDING
We developed a positive, energised visual and verbal language that remained approachable and inclusive. The brand idea centres on spreading good vibes and motivating members to ‘Own Your Day’, playing on the many types of days found in an active lifestyle, from run days and rest days to chest days and cheat days.
COLLATERAL
Alongside the core brand identity, we designed and delivered signage for Mondays HQ, as well as advertising, print collateral and packaging materials. Together, these touchpoints ensure a consistent and motivating brand experience across physical and digital environments.
