WeWork Email Rebrand
Project: Email marketing rebrand
Role: Messaging strategy, email copy
Designer: Winston Tseng
Platforms: Email
OVERVIEW
Giving WeWork's emails a voice that moved people from inbox to front door
WeWork's marketing team needed a full refresh of their email journey. The goal was to re-engage potential members by showing them what WeWork actually feels like, not just what it offers.
THE APPROACH
The existing emails leaned too hard on features likes desks, meeting rooms, and amenities. But nobody joins WeWork for the printer. The strategy was to balance the rational stuff (flexible workspace, curated environments) with the emotional pull (community, purpose, doing work that matters). The result was a bump in tour bookings and a 20% jump in open rates.
Old email system
Updated email system
