As WeWork’s first copywriter, I built trust with the founders to evolve the brand voice, and grew the team to 5 writers. WeWork was repositioning as not just for startups, but leadership was attached to entrepreneurial mantras (e.g., Do What You Love). Words like “office” and “workspace” were forbidden in headlines, while audiences did not understand our offering or value, and aggressive sales goals applied pressure. I successfully gained alignment to bridge the innovative spirit to clearer and more inclusive language, writing the first brand book and voice guide, and major assets across the company.

For subway takeovers in NY, Chicago, and Oakland, I led the team that concepted a “Workspace for the Way You Think” campaign, innovative-office framing that could connect with more perspectives (and provide engaging captive-rider content). This was the first campaign tagline to ever use our product term, “workspace.” I even got in “office” as a use case:

When I joined, the web team was losing this clarity vs. voice battle as well (leadership was writing hero headlines themselves like “Be the founder of your life”). Completely rewriting pages meant not just communicating consumer POV, but also integrating with aspirational tone to build alignment at the top:

My IRL signage evolved their hip-hop approach (e.g., Hustle Harder) to a more inclusive “professional but chill” tone:

Writing video scripts included show opener for the Creator Awards in which I reframed creativity for the WeWork context, and investor-driven sizzle in which I prioritized scalable value props:

WeWork was growing aggressively, so were its sub-brands. For their first fitness club, I directed naming & branding (brief: no “We__” format), creating meaning in their sector expansion: