Challenge
It was the worst of times. The failed WeWork IPO had put a blight on the shared work-space business model. The pandemic made work from home the only viable option. Revenue stagnated, dropped. The major funder pulled out. In these bleak months, the founders turned the business model on its head, without compromising the W17 experience. Landlords bought in. Now the need was to rebuild the business.
Process
As the lockdown eased, Freedthinkers was first asked to help restore a shattered staff morale. Innovative group dialogues, some in a biodiversity park, unlocked pent-up frustrations and fears, opening the way to a new sense of unity and set of culture commitments.
To communicate the Workshop17 experience to the outside world, Freedthinkers became the outsourced marketing and creative department, until the leaders felt confident to invest in an in-house capability. In eight months we developed a distinct tone of voice and look, demonstrated in a new website, banner ads and regular social media posts. It was intensive and productive.
Outcome
The brand make-over has been positively received by staff and members. We outperformed revenue targets, and the banner ads achieved record click-throughs.
In just over two years, Workshop17 has grown five to 12 locations, including four in Mauritius With the brand and marketing firmly on course and now reflecting the experience, we helped Workshop17 weather the storm that sunk many, and has come through, stronger, more resilient than before.
“They search for the essence and how to bring that to life: within the teams, in our service to our members, and in all our communication. And in such a way that there is consistency, depth and humour. They clearly love what they do and that shows!”
Paul Keursten, Co-Founder and CEO Workshop17
