WeWork
Israel
Building a vibrant local identity for a global coworking brand
Impact
The campaigns increased engagement and sign-ups for community events, strengthened WeWork’s local presence, and drove brand awareness among both startups and corporate partners. Merchandising and environmental graphics helped foster community pride and connection.
Approach & Process
The creative approach took WeWork’s bold global identity and translated it into a voice that felt distinctly relevant to Israel’s vibrant startup and business culture. The design language emphasized clarity and impact through strong typography, clean compositions, and a carefully curated color system that added freshness while remaining true to brand standards. Local cultural cues were introduced subtly through tone, layouts, and visual storytelling, making campaigns feel familiar and approachable without breaking consistency with the global identity.
Campaigns were designed to function across multiple touchpoints, from digital promotions and printed collateral to merchandise and environmental graphics. Event branding extended into physical spaces with wall graphics that turned gatherings into immersive branded experiences. This system allowed WeWork Israel to deliver communications that felt both premium and community-driven, empowering members to see themselves as part of a larger movement.
Challenge
The challenge was to adapt a global identity system into one that resonated authentically within Israel’s unique startup culture and business environment. While WeWork had strong brand guidelines, the local market demanded a voice that felt closer, more playful, and culturally relevant. The audiences were diverse, ranging from early-stage startups and freelancers to large enterprises and creative professionals.
Campaigns needed to break through the crowded urban landscape of Tel Aviv and other cities while still maintaining alignment with WeWork’s global standards.
Another challenge was creating a visual and messaging system that could flex across multiple channels simultaneously: from large-scale outdoor advertising to event branding, digital campaigns, merchandise, and on-site environmental graphics.
This project focused on designing marketing campaigns and branded collateral for WeWork Israel. The goal was to localize the global brand identity while keeping its bold, playful spirit intact, delivering assets for community engagement, recruitment, events, and partnerships.
As Creative Director, overseeing campaign design and asset production for print, digital, and environmental touchpoints.
Scope of Ownership
Led the creative direction, art direction, design execution across campaigns, print, merchandise, and environmental branding.
Project Details
• Concept and campaign visual direction
• Print materials and marketing collateral
• Event branding and merchandise
• Digital campaigns for recruitment and awareness
• Outdoor and environmental branding
• Social media design assets
2017-2019
Lessons Learned
Localizing a global brand requires sensitivity, creativity, and balance. Staying true to the essence of WeWork while adding localized flavor allowed the campaigns to resonate authentically with Israeli audiences. Consistency across environmental design, merchandise, print, and digital assets reinforced recognition and trust.
Close alignment with community managers and marketing teams ensured that the designs were not only visually compelling but also functionally effective in driving engagement, attendance, and long-term brand loyalty.
