WeWork Building SignagE
What sets WeWork apart? That was the big question my art director and I set out to answer when creating new building signage for all of WeWork’s global locations. The goal of the project was to build trust and interest in the brand through informative, emotionally-driven messaging and visuals. As the lead copywriter on the project, I created a concept and wrote lines that captured the transformative power of WeWork—showing that space can elevate business.
Headlines were written to be eye-catching and through-provoking, using alliteration to show how WeWork can take ordinary aspects of the workplace and make them so much more.
Grounded subcopy was coupled with the lofty headlines to speak directly to WeWork’s different space types and offerings.
Beyond just WeWork’s standard buildings, the new temp signage system was also applied to WeWork Open Studio, the company’s workspace showroom for new, emerging markets. Taglines and subcopy were adjusted accordingly to speak more directly to the Open Studio experience.
a verbal and visual system
Beyond simply coming up with a concept, my art director and I partnered together to create a verbal and visual system that could flex with different buildings and applications. So whether signage was being applied to a row of windows at street level or on a billboard five stories high, the creative idea and message would remain consistent.
