Rebrand WeWork Community to deliver a unique member experience
WeWork
Brand Analytics / Competitive Analysis / Consumer Research / Persona Development /Consumer Journey Mapping / Strategy Development / Creative Briefing / Concepting / ROI Analysis / Storytelling
WeWork is in a highly competitive market. Various competitors are talking about how different they are about the same thing. WeWork struggles to differentiate itself among a sea of sameness in the market. We repositioned the member program and developed innovative tactics to strengthen the connection between members and the WeWork community.
The Research
After conducting user interviews and auditing the current community experience, I found:
The community experience is inconsistent at different locations.
WeWork doesn’t own the unique identity of its community experience.
There is a disconnection between the community experience and the WeWork brand.
Based on the findings, I developed two personas and drew an insight - the lack of ownership of the community results in inconsistent experience and disconnection between members and WeWork.
Check out the deck to learn how I told the user story here.
The Strategy
I used a framework to develop a shared purpose, by using data from industry reports, quotes from members, and brand materials from WeWork.
Then I proposed a brand strategy - enable a global We Movement to unite the world’s creators.
For the next step, I broke down the strategy to bring it to life by translating the big idea into tactical experiences.
Check out the deck to learn how I developed the strategy.
The Experience
1. Invite creators with a shared purpose
We rebranded the WeWork membership program to solve the undifferentiated and confusing “WeWork community”. We also renamed the WeWork member group to “WeCollective” - a group of creators sharing collective responsibilities to accelerate the “We moment”. Lastly, we produced a manifesto video to introduce this name to members.
2. Support creators with a consistent community experience
I mapped out a consumer journey and identified marker moments to deliver a unique WeWork community experience.
1) Invite: designed a 5-star “WeTour Experience”:
Designed one-page training materials for employees
Set up potential space to create a moment of trial
Mocked up an invitation and informative follow-up email
2) Join: updated the creator welcome kit to emphasize the message of “we”.
Resigned keycards and tote bags with a personalized touch
Mocked up a welcome letter from founders
Designed a connection card for new members to introduce themselves
3) Join: updated the WeWork member app with a “creator” section to help creators connect seamlessly, allowing them to:
Explore other members’ profiles with relevant information
Message members directly
Create a digital business card to connect easily with others
4) Empower: created a moment of celebration to help visualize member’s growth at WeWork.
3. Inspire with social collaboration
To create more opportunities for creators to work cross-companies, we upgraded the WeWork Creator Award with a one-day hackathon focusing on passion projects.
4. Empower with a focus on personal growth
We developed a “WeShare” social campaign.
Invite senior leaders from WeWork to initiate conversations around personal growth.
Host monthly events inviting members to share their stories at different WeWork locations.
Record the live events and post on a WeShare podcast to reach broader audiences.
The Measurement
By using a series of questions on experience quality, creator engagement, and brand loyalty, I designed a new measurement system called Creator Experience Index for WeWork.
The Team
Chloe Friedman (Art Director)
Danielle Ciccolo (Copywriter)
Megan Reilly (Experience Designer)
Sally Zhang (Brand Strategist)