WeWork’s brand refresh
With people and businesses beginning to return to the office, WeWork needed to send a clear message that it was ready for the new world of work. As Creative Director, I spearheaded, oversaw, and launched WeWork’s new brand identity in partnership with Franklyn. The result was a new brand strategy and identity anchored to the idea of “Taking care of all the ways you work.” The refresh took nearly five months of intensive collaboration, stakeholder reviews, and launch preparation. In addition to managing our agency partner, I led our in-house creative team to begin updating all of our key brand assets (i.e. guidelines, email templates, presentation templates, in-building posters and signage, and sales and marketing materials) so that by the time of launch, WeWork’s new identity could seamlessly live across both the physical and digital brand experience.
Working closely with our Senior Brand Designer and Video Editor, I art directed and created a launch video — bringing the new brand to life at an all-company presentation.
The refresh resulted in an updated logo, a custom typeface called WeWork Serif, and new colors and illustrations.
In advance of the new brand launch, I led our our in-house creative team to quickly overhaul many of our key brand assets such as our keycard, mugs, swag, posters and signage, emails, and marketing and sales materials.
