WeWork is launching a major rebranding effort to present itself as a disciplined, professional office space provider, moving away from its party-centric image under co-founder Adam Neumann. The company’s new international campaign, “WeWork for Business,” features sleek visuals of city skylines, glass office towers, and professionally dressed workers, emphasizing efficiency and corporate credibility instead of kombucha taps and neon signs.

The shift comes as WeWork emerges from bankruptcy, now a smaller, privately held company controlled by real-estate software firm Yardi Systems. CEO John Santora, a 47-year veteran of Cushman & Wakefield, and new Chief Marketing and Communications Officer Petula Lucey, formerly of Cushman and Tishman Speyer, are leading the transformation. Lucey delayed major advertising until the company could tell a stability-focused story to reassure prospective tenants wary of leasing from a brand associated with the “WeCrashed” era.

WeWork has slimmed its portfolio from 850 locations at its peak to around 600, emerged debt-free, and reported three consecutive quarters of positive EBITDA. It generated $2.2 billion in 2024 revenue, counts 47 Fortune 100 companies as members, and plans to invest $80 million to $100 million in its spaces this year. The campaign positions WeWork as a key player in the $39.6 billion flexible office market, which is projected to grow to $136.5 billion by 2032 as hybrid work continues to expand.

While competitors like Industrious, LiquidSpace, and IWG’s Regus and Spaces are gaining market share, WeWork is betting that its global footprint, years of operational experience, and renewed focus on reliability will resonate with businesses seeking flexible yet stable office solutions. Lucey said the brand never considered a name change, instead opting to rebuild trust through disciplined operations, professional messaging, and a clear departure from its former “work-to-party” image.