TGI Fridays
Reclaiming ‘That Fridays Feeling’ with bold identity and cultural relevance.
Background
Historically, TGI Fridays empowered people to celebrate, have fun, and feel liberated and accepted. However, in recent years, the brand had lost its way, seen as tired and dated. We needed to reinvigorate TGI Fridays’ cultural relevance, reposition the brand, and rebuild its identity for modern audiences.
How we got there
We revisited TGI Fridays’ origins to redefine ‘That Fridays Feeling’ for the modern day. Through the ‘Show Your Stripes’ concept, we positioned TGI Fridays as a space where everyone can express their true selves. We rebuilt purpose statements, values, and created new brand guidelines to re-establish the brand’s focus on individuality and inclusivity.
Brand identity
The brand identity needed a significant refresh, especially as we transitioned from ‘Fridays’ back to ‘TGI Fridays’. We developed an identity aligned with the new positioning and global visual system, tailored to the UK audience. The modernised stripes reflected a fresh take on ‘That Fridays Feeling’ with a timeless, spontaneous Americana image style.
Web design
We redesigned the website with vibrant colours from the new brand guidelines, reflecting the energy and distinct style of TGI Fridays. The imagery and content celebrated the memorable moments that happen at TGI Fridays, from family gatherings to birthday celebrations, with the iconic stripes connecting each moment across the site.
Relaunch campaign
We relaunched the brand through the new creative platform ‘Show Your Stripes’, leveraging TGI Fridays’ distinctive assets and purpose in people’s lives. A digital paid campaign ran across the UK, bringing the new brand identity to life and reintroducing TGI Fridays with energy and renewed relevance.
Tracking in BoldLens™
TGI Fridays collaborated with BoldLens™ to unify multiple functions like PR, digital, SEO, and CRM. We provided a comprehensive marketing approach by integrating business intelligence solutions. This ensured seamless, collaborative external communications, offering a single source of truth for every channel involved.
'It’s been an absolute pleasure working with you and the incredibly talented team at Boldspace. I value your strategic thinking and commitment to rebuilding the brand with us. I am so proud of the work we have done together.'
Rhiannon Scarlett
Chief Marketing Officer