Over the course of a decade, WeWork became the undisputed leader in coworking, offering flexible office spaces and redefining the workplace. Following the exit of its controversial founder and the challenges of a post-pandemic world, WeWork faced an identity crisis. Franklyn partnered with them to reimagine their brand, shifting focus from “we” to “you” to emphasize the care they put into their spaces and communities.

During my internship at Franklyn, I had the opportunity to work on both the early and late stage of this project. In the early phase, I was part of one of three teams that focused on concepts centered around "future" and "space," allowing me to work on some of the experimentations. Although the client ultimately chose a more illustration-focused approach, I was still involved in the subsequent phase, where I was responsible of updating Wework's entire iconography system.

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Michael Freimuth, Patrick Richardson
Ashley Van Belle
Tess Havas, Gabriel Ribes, Jelle Marechal, Kenneth Lian, Max Li
WeWork Companies LLC