Sunday+Night, a Toronto-based strategic and creative firm, unveils its unique process for aligning, designing, and activating brands. The process is designed to harness mental and emotional energy to create the most impactful and sustainable growth for businesses of any scale. The company's transformative process provides businesses with a unique and authentic brand, enabling them to stand out in their industry.
The founder of Sunday+Night, who grew up in the advertising world and ran agencies, realized that his last five years had been unfulfilling. He recognized that he did not align with how things were done and wanted to change that. The name Sunday+Night came about because he wanted to solve a very particular problem: delivering creative ideas and business solutions with the right people in the room instead of being stuck using whoever happened to be on staff. He borrowed from hackathons and decided to move everything to a Sunday. The company dubbed the session a ‘Sunday swarm’, where three teams of five people can attack a problem and solve it all in one day and a night.
The idea for the Sunday Swarms is to talk as fluidly and as freely as possible about the business and the brand, uncover any issues, and divine the best path forward. Crucial to the process is a ‘Magnum Opus’ which is a brief that is essential to preparing participants for the 16-hour session.
“The process is designed to create an environment where everyone can contribute, regardless of their background, making it more innovative and efficient. The process generates a lot of work in a short time, as much as three years' worth of work in 16 hours. We displace people slightly, making them uncomfortable and disrupting them a little bit to put them in a creative mindset”, says Israel Diaz, the founder of Sunday+Night.
They refer to their unique method as “ the alchemy of being, business and brand”, which means ‘optimizing’, taking different aspects from different sources instead of the typical ingredients. The process involves managing energy, which comes in the form of sound, lighting environment, food intake, meditation breaks, yoga breaks, and walking. The environment in which they are creating is crucial. They mix creative people with scientists and business people as well. They also involve clients in the process, but they are not part of the five-person teams in order to preserve the group dynamic.
"At Sunday+Night, we know that molding and creating a brand takes a lot of energy, and it needs to be spent well and invested wisely. Our transformative process is designed to make the journey as effortless, efficient, and enriching as possible. Our aim is to increase the return on energy, which we believe significantly increases the return on investment," Israel Diaz added.
The process begins by aligning the "being" with the business in order to create the brand in the first phase. This phase delves deep into the "why," "how," and "what" of the brand, with the additional and crucial step of "who." It includes a personal and professional alignment process to ensure that the business's purpose synchronizes with its founder's passion and motivation, creating a brand that is authentic and fulfilling both personally and professionally.
The second phase, Brand Expression, focuses on designing the brand strategy that aims to communicate the brand's story, values, and unique offerings through different communication channels.
Finally, the third phase, conscious Creation, is the strategy and creative production phase, where Sunday+Night helps businesses create their brand's visual and content assets, including everything from store design to landscaping or uniforms.
Sunday+Night’s approach, ‘Brand Emotion Design’ seeks to connect with customers through the filters of sound, sight, smell, and feel. These can take forms such as olfactory and auditory soundscapes in a storefront or hotel lobby.
Media contact:
Name: Israel Diaz
Email: [email protected]
