Workdaze

Case Study

A visual identity for WorkDaze, the work culture media company for millennials by Rod Thill.

How
we
helped

If you're a millennial who's active on TikTok or Instagram, you've probably engaged with Rod Thill, the comedian from Chicago who's well-known for his satire of modern culture, particularly from the perspective of the millennial office worker. Rod's goal was to convert his growing social media audience of over 3 million followers into an owned audience through WorkDaze, a media company with a mission to improve our relationship with work. The WorkDaze newsletter now generates hundreds of thousands of dollars annually for Rod and serves as the foundation of a growing media company with multiple monetization channels.

What we launched

Brand and visual identity of WorkDaze

Expertise

Strategy

Brand

About
the
creator

Rod is a creator from Chicago who founded WorkDaze to explore how work culture intersects with mental health, social media, and millennial humour. He rose to prominence on TikTok in October 2020, around half a year into the pandemic, and now boasts 1.6 million followers on that platform. His irreverent videos have amassed almost 100 million likes altogether.

What
made
this
project
unique

Creator-Led Media Company

We love the zero-to-one phase of creators as they stand up new business units and revenue streams, and WorkDaze is one of our favorite examples. Rod realized the importance of creating equity in a brand decoupled from his personal brand, and we were thrilled to work with him to bring this to life.

Inexpensive Mistakes

The approach we advocate for with our creator partners is to make mistakes and learn from them, but to make them inexpensively. WorkDaze started out as a newsletter with minimal other digital properties to operate, which has been an important strategic decision to help the business generate positive cashflow before investing in other areas of growth.