29week Branding
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29CM “29Week” Rebranding
Project Context
29CM’s largest annual promotion was previously framed as “Black Friday,” which lacked distinctiveness and failed to resonate with customers. To strengthen brand equity and create a unique cultural moment, the campaign was fully rebranded into 29Week, positioned as 29CM’s flagship customer festival.
Strategy & Direction
The objective was to move away from generic discount-driven messaging and instead build a proprietary brand asset that could evolve into a long-term franchise. The rebrand focused on clear identity, cultural recall, and visual differentiation.
Planning Intent & Execution
Rebranded the ambiguous “Black Friday” to 29Week, creating a festival-like identity unique to 29CM.
Designed a signature key visual: a 3D red heart symbol paired with custom Hangul lettering (“이굿위크”), enhancing recall and emotional resonance.
Expanded campaign scope to include multiple seasonal editions: Summer 29Week, 29HomeWeek, and 29BeautyWeek.
Directed cross-functional teams in creative development, campaign messaging, and execution across online and offline channels.
Role
As a Director, I led the rebranding strategy, visual identity development, and expansion planning, ensuring alignment across content, design, and business objectives.
Results
Delivered a +50% YoY GMV increase after the rebrand.
Established 29Week as the company’s flagship annual franchise, now extended across categories and seasons.
Strengthened brand awareness and customer loyalty by turning a discount-driven promotion into a cultural event.