WeWork is a $20 billion startup company providing shared co-working spaces in support of collaborative professional environments. They seek to build and inspire a community within the sphere of creativity, innovation and entrepreneurship. With big plans to expand into new locations sprawled across tech-conscious cities, WeWork needed a solid brand system that could be translated to each unique space.
Squat had a hand in developing the most critical aspects of the brand, helping to refine the main concept of a physical social working space and create a basic framework for the evolution of the brand’s visual language.
The cool, modern-vintage style of the logo, stationery and signage caters to the kind of edgy, entrepreneurial millennials that would be attracted to WeWork’s open, glass-enclosed office spaces. All the brand assets resemble and harmonize with the look of the rustic-chic interiors, specially renovated and redesigned in every building.
Each different location was assigned its own color, based on the vibe of that part of town. While the midtown office was allocated an energetic orange for its crowded streets and walkways, the office in the meatpacking district was given a bright, almost neon turquoise, reflective of the club lights you see on every street corner. We were careful to select colors that are extremely compatible when put together and yet, can easily stand alone.
Since pushing WeWork into visually and conceptually coherent territory, the firm has evolved into the country’s largest and most prosperous coworking community with no signs of slowing down. With the foundation we helped shape, they are now able to effortlessly build a visual language for the newest branches of the network, WeLive and WeGrow.
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