At Monday, we’re on a mission to build human potential. It’s the North Star that keeps us aligned on the clients we partner with and the work we do together. “Human to human” marketing has been a big topic of conversation lately, but it’s just a new name for what we already know to be true: people believe in brands they relate to on a personal level.
When humans have the tools and environments to thrive, it creates a virtuous cycle. We’re healthier, more connected, and more curious. That’s why Monday looks for stories that go deeper than a product or service alone—we find and tell the stories that show people the best in themselves. Here are three places we’ve witnessed limitless potential firsthand.
1. Brands creating communities
Humans are social creatures—so smart brands create space for consumers to connect online *and* IRL. This year, we worked with Guildford Town Centre (GTC) to design three distinct pop-up activations that drew over 25,000 visitors (and counting)—proof that even four years post-peak-pandemic, people are still eager to get out of the house. But what made Surfside at the Centre, Skate Stardust and All Wrapped Up truly land was an overarching vision for human connection. The GTC marketing team didn’t just want to build (extremely cool) activations. Their goal was always to make the mall a community hub—to create the kind of third space that’s harder to find but more sought after than ever.
In the digital age, socializing comes in many forms. A great example of online community building is Huha, the better-for-you underwear brand with a cult following—we’re talking tens of thousands of reviews and dozens of sold-out collections. Aside from making arguably the most comfortable underwear out there, Huha is doing something else right: creating an online space where women feel like they belong. That kind of brand community is worth its weight in gold for customer loyalty, not to mention a veritable goldmine of insights—one that helped us strengthen Huha’s verbal identity and brand platform, spotlighting their transparency and commitment to quality that’s been led by customer feedback since day one.
2. A new age of education
Education is the great equalizer, but learning looks different these days. Cookie-cutter spaces, subjects and students are a thing of the past. Today you’ll find kids immersed in the outdoors, not just classrooms, and midlife learners upskilling online rather than commuting to night school.
York House School has deep roots in Vancouver—but they’re far from stuck in the past. This leading independent secondary school has a bold plan for the future, and just stepping onto their campus this spring was awe-inspiring for Team Monday. We refined the YHS brand and created a vast suite of assets (and a forthcoming campaign) to reflect their unique spark and courageous vision—one where every student is empowered to pursue their passion and purpose.
Emily Carr University of Art and Design is another Canadian legacy brand that’s adapted to meet the needs of modern learners. On top of focusing on traditional mediums, the school’s programs have expanded to include high-demand disciplines like animation and game design. And since education isn’t one-size-fits-all, part of our work as the University’s AOR was to launch a brand new Continuing Studies program—highlighting the personalization and flexibility that lets students develop creative potential at their own pace.
It should come as no surprise that two education brands started with a foundation of research. ECU’s personas and journey mapping helped target the ideal student in recruitment marketing, and the lived experiences shared in YHS focus groups uncovered insights that set them apart. This deep brand R+D gave them a clear understanding of student aspirations—enabling them to create better learning environments and curricula.
3. The human side of real estate
Home is foundational in the hierarchy of needs—not just basic shelter, but the safety and connection that come with it. Our overall happiness hinges on our environment and how it fosters connection. For real estate brands, that means a pivotal shift in focus from building homes to building belonging.
Abstract Developments has been in Victoria for decades, but needed a brand evolution to speak to how they’re shaping the local landscape. Their new brand purpose ‘Feel proud to live here’ embodies their focus on people—both the homeowner experience and the Abstract team’s pride in the impact of their work.
One of the most inspiring examples of elevating potential is Wayfinder Developments (previously Co:Here Developments Society)—a non-profit organization transforming underutilized land into affordable housing. In every stage of their process, Wayfinder is invested in the people behind it all: Guiding faith organizations who own the land, as they step into unfamiliar territory. Consulting future residents on what’s important to them in a home. We shaped their voice and positioning around integrity and expertise—and the hope they’re fostering in folks from all walks of life.
We want to create a world that brings out the best in everyone. Active outdoor living is one way to do that—but lately, Monday has widened our viewfinder and redefined potential beyond physical performance. This has been a year of turning our heads to the blue sky and reaching up, without limitations. Ready to stretch, too? Let’s make good things happen in 2025.
