WeWork:
A unique balance of structure and flexibility

WeWork is an American company that provides shared workspaces, technology startup subculture communities, and services for entrepreneurs, freelancers, startups, small businesses and large enterprises. Founded in 2010, it is headquartered in New York City and manages 10 million square feet of office space. As global growth exploded, the brand recognized a need to re-align the visual identity to their purpose.

We created a distinct design system called 'FrameWork' to replicate the brand's natural activities and behaviors. Framework is a design language that reflects WeWork’s unique balance of structure and flexibility. As a design system, FrameWork can flex from functional to expressive, from rigid to loose, and from quiet to loud. The system itself is a visual metaphor for WeWork: a living framework.


Studio: Gretel
Collaborators: Greg Hahn, Ryan Moore, Larissa Marquez and Dylan Mulvaney.