A renaissance in how we work and live
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This is the story about a business with ambitions to transform how we work, how we interact and how we spend our time. But when we were selected to work with Florence Guild, it wasn’t called Florence Guild, it was called Work Club. Work Club is the brainchild of Soren Trampedach, a visionary leader, who had spent the last 15 years building premium workspaces in Australia. Beautiful, thought through workspaces. And as part of these workspaces, Soren had added hatted restaurants, world class cafes and bars, a high end speaker and events series, a concierge service for multi storey buildings. And each of these additional businesses was only ever with the intention of improving the experience we had everyday coming to work. So when you walk in the building you are warmly greeted, can grab a perfect coffee, be productive in the amazing office space, grab a delicious dinner after work, and enjoy a well earned cocktail.
But as the business had grown, and each of the businesses developed to serve Work Club had grown, it had become more and more difficult to understand the central thread of all these businesses. And so we were hired to help deliver a new Work Club narrative and brand strategy that would make sense of it.
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