WeWork Email Marketing Re-Brand Campaign
WeWork’s marketing team wanted to update the brand’s email marketing journey. The goal with this project was to highlight WeWork’s value propositions to potential new members and ultimately encourage them to book a tour.I concepted and crafted a total overhaul of the email journey that balanced the brand’s rational benefits (curated workspace) with its emotional benefits (meaningful work). The campaign resulted in an increase in tour bookings and a 20% jump in open rate.
Role: Copywriter, Strategist
Designer: Winston Tseng
WeWork Brand Guidelines
WeWork wanted to create a central source of direction and inspiration that would help internal teams around the world accurately express the brand. With rapid expansion into international markets and new creative rules, the need for a living document that provided brand guidance was paramount.
Working closely with the marketing team and another brand writer, I focused on creating the verbal guidelines portion of the document. My goal was to define voice principles that team members everywhere could build upon and create consistent work that’s on-brand .
Role: Copywriter
Designer: Erin Safreno
WeGrow School Open Enrollment Campaign
To raise awareness for WeGrow's upcoming school year, I concepted and developed copy across various digital channels that illustrated WeGrow's ethos to parents considering education for their children. Staying true to WeGrow’s mission of unleashing every child’s superpowers, I wanted to showcase the school’s creative approach to education through integrative learning, physical practice, and mindfulness.
Role: Copywriter, Strategist
Designer: Michael Talese