Waveoffice

Project Overview
WaveOffice was a flexible workspace concept developed by Carr Properties — a direct answer to the rise of coworking competitors like WeWork and Industrious. Unlike Carr's core commercial portfolio, WaveOffice was built as a standalone brand, distinct from The Carr Experience, targeting individual professionals and small businesses rather than large corporate customers.

Competing in the flex-office space meant the brand couldn't rely on a traditional B2B, corporate tone — it needed to feel inviting and personal enough to win people over one desk at a time. To sharpen that positioning, I participated in a full brand foundation workshop with branding consultancy Noted, helping develop go-to-market messaging built around a more welcoming, B2C sensibility rather than a corporate one. WaveOffice ran three locations — The Hub, 2001 Penn, and Clarendon Square — and stayed fully occupied through its run, until the flex-office market took a broad hit during COVID. Carr exited the flexible-office category as a result, a market-wide retreat that also led competitors like WeWork to scale back significantly.

My Role
I led creative direction for the WaveOffice brand and marketing materials, guiding the development of the digital experience, campaign assets, and video content.

I was a full participant in the brand foundation workshop with Noted, helping shape the go-to-market strategy and messaging before directing its translation into a cohesive visual system across digital and marketing channels.

Creative Approach
The creative direction emphasized the hospitality-driven nature of the WaveOffice concept by highlighting the experience of the workspace rather than simply its physical features. I directed a visual language combining architectural photography, lifestyle imagery, and modern typography to communicate the brand's focus on productivity, community, and workplace wellbeing — with a tone built to feel personal and welcoming rather than corporate.

Key Deliverables

• Marketing website

• Brand and campaign videos

• Leasing brochure

• HTML email templates

• Campaign assets

Website
The WaveOffice website was developed to communicate the workspace concept and showcase the experience offered at each location.

I directed the creative process from wireframe development and visual design through prototypes, development reviews for desktop and mobile, testing, and launch, ensuring the final experience clearly communicated the brand and its offerings.

The WaveOffice website is no longer active. Carr exited the flexible-office category industry-wide following COVID's impact on the flex-office market, discontinuing the WaveOffice concept a couple of years after this project.

Videos
A series of promotional films were developed in partnership with John Body Creative to introduce the WaveOffice concept and highlight individual locations.

I directed the creative process from concept development and treatment through animatics, rough cuts, and final edit. Three videos were produced to support specific WaveOffice locations: The Hub, 2001 Penn, and Clarendon Square.

Email Templates
Branded email templates were developed to support broker outreach and prospective customer communications. The templates extend the WaveOffice visual identity and provide flexible formats for announcements, updates, and marketing campaigns.

Project Impact
The WaveOffice brand and go-to-market strategy supported a fully occupied portfolio of three locations throughout its run, proving out a B2C positioning that competed directly with category leaders like WeWork and Industrious. The concept's eventual retirement reflected a market-wide pullback from flexible office space after COVID — not a shortfall in the brand or leasing performance, which remained strong until the market shifted.