Building Bonds

While working with Spaces, a brand under IWG, I was involved in the development and launch of the Emeryville location in the Bay Area, working closely with the interior designer to help bring the space to life.

Beyond the physical design, my focus was on how the space would be positioned and experienced both in person and digitally. The goal was to create an environment that didn’t just look good, but felt intentional and appealing to startups, creatives, and growing teams.

After launch, the strategy shifted toward increasing visibility and positioning the center as both a coworking hub and an event destination. I contributed to this by supporting content direction, refining messaging, and thinking through how the space should be presented across digital channels.

This included:

• Aligning visuals and messaging to highlight the community and experience, not just the space

• Supporting campaign ideas that could attract local startups and professionals

• Considering how the space could be marketed for events through digital touchpoints and content

• Paying attention to what resonates and adjusting content direction accordingly

This project reflects how I approach marketing—by combining creative direction with strategy, and thinking about how a brand or space is positioned, communicated, and experienced across platforms.