WeWork Visual Identity

WeWork’s brand is constantly evolving. In the spring of 2019, the internal brand team partnered with Gretel NYC to revamp its identity system FrameWork. Through collaboration and guidance, Gretel and the brand team developed and introduced Levels, a design technique that added structure, warmth, and friendliness to the system. As the lead designer on the project, I updated the brand’s creative guidelines for global use and pressure tested the system on sales and marketing assets—demonstrating how the updated FrameWork comes to life in the real world.

Creative Direction: Kristen Cesiro, Marissa Neal, Cynthia Pratomo
Designers: Ryan Wattaul, Caroline Pratt, Erin Safreno, Caroline Benitz
Copywriting: David Corpuz