As WeWork’s IPO struggles keep focus on the growing flexible workspace market, provider Knotel is drawing attention to its own global workspaces by calling out chief executives from major companies.
Knotel, which recently raised $400m in financing, is hoping to gain ground on WeWork with its first major campaign, called ‘Tailor Made’, by playfully addressing the executives of companies such as Spotify, Verizon and Colgate-Palmolive with a personalized invitation to check out a virtual workspace Knotel has designed for them.
For three weeks, Knotel will drive a personalized billboard by the New York offices of eight companies. Each board will include a link to a customized landing page with a dynamic, 3D model of a metaphorical office tailored to that company’s products and values.
The campaign – which brings to life the idea that Knotel is serious about tailoring flexible workspaces for global enterprises – is the first for Knotel by integrated agency Duncan Channon.
The billboards state personalized statements like “Noel Quinn, you deserve a workspace as tailored as this billboard,” for HSBC’s chief executive, and others with similar messages to Verizon’s Hans Vestberg and Fox’s Lachlan Murdoch.
The brand identity for Knotel was done by Elmwood New York. The agency’s work spans the entire identity system for Knotel and includes environmental design, custom typography, print and digital collateral, logo animation, social media and launch materials.
John Kovacevich – Executive creative director
Lyla Morrison – Creative director
Jennifer Kellogg – Design director
Shannon Burns – Senior designer
Madeline Lambie – Senior copywriter
J. Moe –UX/UI designer
Phil Grishayev – 3D designer
Suzanne Montgomery – Account director
Rachel Smutney – Account director
Valerie Nerio – Account supervisor
Leslie Diard – Director of communications planning
Emily McCormick – Associate director, communications planning
Olivia Alley – Communications planning associate
Rosheila Robles – Director of project management
Shaz Kuerschner – Manager of print production
Keenan Hemje – Senior integrated producer
Michelle Mirasol – Project manager
Emily Sarale – Associate producer
Scott Whipple – Studio designer
Kelleen Peckham – Strategy director
Jonah Kaufman – Brand strategist
Katherine Dean – Strategy intern
Executive Creative Director: Meg Beckum
Senior Account Director: Melissa Braun
Photographer: Jonathan Jones
Account Manager: Alex Keefe
Typographer: Eddie Lee, Tien-Min Liao
Senior Designers: Tyler Bengtsen, Claudia Sandoval
Designers: Dee Dalencour, Eddie Lee
Motion Design: Chase Massingill, Sar Ruddenklau