WeWork

Over a decade, WeWork went from a single shared office in New York City to a global leader redefining where and how people work. But after a very public fall from grace and the seismic shift brought on by the pandemic, the company found itself searching for a new story – one that could honor what worked while letting go of what didn’t.

Working with a team still deeply committed to making the workplace better, we helped WeWork rebuild its brand from the inside out. The challenge wasn’t just to refresh a logo – it was to reimagine what the brand meant in a world where the power to decide how and where we work had shifted back to individuals. Our strategy reframed WeWork from a movement built around we to an experience centered on you. Under the idea of ‘Taking care of all the ways you work,’ we positioned WeWork as a platform for its members – flexible, thoughtful, and deeply human.

Visually, the new identity system balanced refinement with warmth. A refreshed wordmark and custom typeface (developed with A+) gave the company a clear, cohesive voice. Layered symbols and illustrations brought flexibility and personality to the system – designed to move seamlessly between product, space, and story. The result is a brand that reflects what WeWork truly offers today: a place that works for you.

WeWork Serif

Inspired by the wordmark, a custom typeface was developed in partnership with A+. “WeWork Serif” echoes the charm of the refreshed wordmark and was designed to play nice with the brand’s existing typeface, Aperçu Pro.

Illustration System

The illustration system visualizes WeWork as a platform for you. A layered system brings together two elements: a set of modern symbols (representing “we”) and a library of doodle-like illustrations (representing the members or “you”).

Flexibility & Scale

The final result is a system with many possible expressions. From restrained to exuberant, the tools provided by the identity allow WeWork’s in-house designers as well as community managers worldwide to express the brand in a suitable way.