Go Home
Agency Membership
Agency Membership
Pitch Consultancy
Pitch Consultancy
Discover Agencies
Directory
Brand
Full-service
Production
Explore Content
Archive
Deep Dives
Technology
Media
Creative
Find an Agency
Directory
Brand
Full-service
Production
Data, Loyalty & CRM
Innovation & New Technology
Explore Content
Archive
Deep Dives
Technology
Media
Creative
Trends
Data
Podcasts
Campaigns
Agency Membership
Agency Membership
Pitch Consultancy
Pitch Consultancy

Disrupting the co-working category

By
Defiant
Date Launched

OUR CHALLENGE

—

Work Life is co-working space that was struggling to grow awareness & market share. In fact WeWork’s awareness was almost x30 that of the Work-Life brand. We realised disruption was not an option, it was a necessity.

‍

WHAT WE FOUND

—

Lockdown has changed the way the world viewed work. Focus groups revealed that whilst many liked to increasingly WFH most missed the social aspects of office life. What they didn’t miss, however, where all the terrible and bad bits that make office life a real pain. We realised in a category filled with very generic takes on office life, this was our chance to shake things up and take a stand.

‍

WHAT WE DID

—

Our new positioning  “We remove the hard work from working happy” helped the brand cut through in the category. This new positioning saw Work Life become the first brand to acknowledge the bad bits of office life and position itself as the perfect antidote to it.

‍

OUR RESULTS

—

Grew spontaneous awareness by over 200% in 12 months

Fastest growing brand in the category

Best Q4 sales period in brand’s history 

‍

“PARTNERING WITH DEFIANT TO CHALLENGE THE NORMS OF OFFICE LIFE HAS BEEN A GAME CHANGER FOR WORK.LIFE. OUR BOLD, AUTHENTIC APPROACH HAS DRIVEN INCREDIBLE GROWTH”

—

ELLIOT GOULD
CO-FOUNDER, WORK.LIFE

‍

No items found.

Editor's Picks

The end of marketing as we know it
The end of marketing as we know it

Observations from a watershed moment on the Croisette.

By
Amar Chohan
June 22, 2025
The awards blind spot
The awards blind spot

Awards shape who gets seen, not just celebrated

By
Natasha Randhawa
June 6, 2025
Why ASOS, FT and Waitrose chose to go independent
Why ASOS, FT and Waitrose chose to go independent

Why the industry's best talent is walking away — and why smart marketers are choosing independents

By
Amar Chohan
May 23, 2025
The Performance Treadmill
The Performance Treadmill

Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.

Trust, accountability and purpose: The Kite Factory's winning formula
Trust, accountability and purpose: The Kite Factory's winning formula

CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.

No items found.
Technology
Technology
Media
Media
Creative
Creative
Trends
Trends
Data
Data
Podcasts
Podcasts
Campaigns
Campaigns

Marketing's new guidance system

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Discover
Explore ContentFind an Agency
Latest Deep Dive
Majority Rules: Brand building advice for the ‘marketing majority’
Company
About UsFor AgenciesFor Brands
Legal
Privacy & Cookies Policy
hi@thedca.co
Design by domhoskins.com
Build by truegroup.agency
© 2024 Copyright. All Rights Reserved.