THE APPROACH
Build out the verbal guidelines so that any team member could pick up and have everything they need on tone and writing principles with real examples. The challenge wasn't just defining how WeWork sounds, it was making the guidelines flexible enough to work across different markets, formats, and languages while still feeling unmistakably WeWork.
WeWork verbal guidelines
Project: Brand guidelines (voice and tone)
Role: Brand voice development, verbal guidelines writing
Designer: Winston Tseng
Platforms: Internal brand document
OVERVIEW
Giving WeWork a voice that works in every city and every market
As WeWork expanded globally, the brand needed a single source of truth. The goal was to build a living brand guide that gave teams around the world enough direction to stay consistent and enough room to stay creative.
