Fridays at work are often unproductive—focus fades, energy dips, and teams count down to the weekend. Social Friday saw an opportunity to reclaim this time by encouraging companies to leave the office early and volunteer in their communities. Recognized as a “World Changing Idea” by Fast Company and featured on the TEDx stage, Social Friday helps teams take on impactful projects like cleaning parks, supporting food banks, and engaging in other meaningful initiatives that make a tangible difference in local communities.
Despite its success, Social Friday faced a challenge: mainstream adoption. Community service is still widely seen as a “have-to” rather than a “want-to.” For many, volunteering feels like a chore—uninspiring and obligatory rather than fulfilling or energizing. To overcome this hurdle, Social Friday partnered with Relish to create a bold, global concept that would energize participation and position Social Friday as a movement for change, inspiring businesses and employees alike.
Relish reimagined Social Friday through the lens of sports. What if community service felt like the “Olympics for Corporate Social Responsibility”? What if teams across the globe could compete in friendly, impactful challenges that inspired collaboration and camaraderie? Borrowing from the energy and teamwork of athletics, Relish developed a sports-inspired brand identity complete with dynamic typography, a vibrant palette, and messaging that transforms volunteer days into “match days.”
The result is a cohesive system designed to gamify social impact, bringing new energy and excitement to volunteering. The bold identity conveys movement, action, and purpose while maintaining a professional tone that resonates with global businesses.
The new scalable platform invites companies from around the world to participate, making Fridays not just the end of the workweek but a global stage for doing good. With Relish’s creative direction, Social Friday is redefining how businesses approach corporate social responsibility, transforming ordinary Fridays into something extraordinary.