WeWork is a global network of shared office spaces with clients that range from individuals in need of a desk part time, to companies looking for an alternative to a multi-year lease. In 2017, WeWork launched the Creator Awards — a global initiative to recognize and reward the creators of the world. While at Giant Spoon, I was asked to lead a complete refresh of the Creator Awards’ brand identity. The project included a new logo and lock-up treatment, type system, photography styling, and promotional executions for print and web. Our final creative framework leveraged the austerity and efficiency of the core WeWork brand, allowing us to hero each creator in a confident solo pose.