For all the ways you work
Emerging from the COVID pandemic, WeWork needed a message that resonated with the new world of work. The creative team, in partnership with brand strategy, developed a global platform called “For all the ways you work, we’re here." The platform put a spotlight on our members—celebrating the unique ways in which they use WeWork. Personalized and people-centered, the creative direction shifted the company’s focus from its iconic spaces to the diverse faces that call WeWork home. As Associate Creative Director, I shaped the concept and guided all copy, design, and photo and video production (including casting, styling, and art direction). “For all the ways you work” lived across all of WeWork’s channels from advertising to social, web, email, events, and employee engagement.
Wrote a manifesto that acted as a north star for all creative development. I also led our creative team to create mock-ups and proof-of-concept executions — bringing the concept to life during stakeholder and executive presenations.
As the creative lead on this project, I oversaw the art direction of the campaign’s photo and video shoot. I worked closely with marketing partners to identity key customer segments. From there, I sought to to recreate these “members” during the shoot. From casting to styling to where and how they were shot, we wanted to capture the diversity of our WeWork community.
From these photos — and the audience insights from our marketing team — I led our copy and design team to create digital ads that spoke to how WeWork is made for all the ways people work.
Working closely with our social team, we created a content series that spotlight real members and how they use WeWork in their day-to-day lives.
To gain a broader reach for the brand platform, I partnered with our email marketing team to create a new series of emails that connected our products to the platform. I directed a copy and design duo to create bespoke emails that aimed to educated potential members on how WeWork and its products are suited for all the ways you want to work.
