Tailored Workspaces for Forward Thinkers
With the high-profile challenges facing WeWork, Fora needed to change the narrative, get noticed and get through to future ‘Fora-teers’.
The concept of co-working spaces isn’t new, and everywhere we looked we saw brand visuals that felt too corporate and ultimately too generic.
We started with what makes Fora different: the experience, the community and the wellness programming that happens around the square footage. The spaces are designed to create wonderful at work: wonderful ideas, wonderful interactions, wonderful new connections. Targeted at Progressives – a discerning, ambitious, intergenerational group seeking the perfect balance of focus and fun – the brand at its core is about nurturing a new relationship with the working day and reimagining what it could look like.
We launched a digital and print brand campaign in WIRED to bring the new brand to life, introduce the world to the new Fora – and ultimately, stir interest. We heroed the new brand tagline, ‘Tailored workspaces for forward thinkers’, proposition and brand visual system to create a high-impact touchpoint that communicated the feeling of Fora over function.
The campaign work is part of a broader project we’ve been partnering with Fora on over the last year.
Watch this space, full project case study to follow.