WeWork

Over the course of a decade, WeWork became the undisputed leader in coworking. After its controversial founder’s exit, WeWork was left with an identity crisis. They needed to simultaneously shake off past narratives as well as navigate a new office landscape shaped by the pandemic. At Franklyn we were tasked with helping WeWork reimagine their brand strategy and visual identity to cement their position as industry leaders.

Quickly, we realized that WeWork was in the unique position to answer questions of where, how, and even why we work. Recognizing that decision-making power in the workplace is moving back to the individual, we wanted to shift the conversation from “we” to “you”. With this idea in mind, we visualized WeWork as a platform for its members through a layered system of symbols and illustrations. The geometric shapes symbolize “We” — the buildings, hands, plates, furniture, and other objects that form the foundation of a WeWork. The illustrations symbolize “You” — the individuals who take those objects and make them their own to create and innovate.