WORK.LIFE:
BRAND STRATEGY & CREATIVE PLATFORM

Work.Life needed to grow awareness and market share in a coworking category dominated by bigger players. With WeWork almost 30x more recognised, Work.Life needed a distinctive brand strategy that could help it punch above its weight.

Research showed people liked the flexibility of working from home, but missed the social side of office life. What they didn't miss were all the frustrations that came with it.

So we repositioned Work.Life around a simple promise:

“We remove the hard work from working happy.”

We built a distinctive new brand world and creative platform that celebrated the parts of working life people love, while taking aim at the things they don't.

The new positioning and creative platform helped Work.Life achieve a 200% increase in brand awareness, demonstrating how a challenger brand could take on much larger competitors by finding a distinctive position in the coworking category.