WeWork Used Mixed-Style Motion and Text Animation to Introduce Its 2023 Brand Refresh
Last updated on May 18, 2026
Your rebrand is one video away from becoming a brand moment. WeWork delivered theirs in 64 seconds using mixed animation, text motion, and zero live shoots.
I Want This for My Brand →| Category | Details |
| Featured Brand | WeWork (global flexible workspace and co-working platform) |
| Target Audience | CMOs, brand directors, and corporate marketing leads at workspace, real estate, and enterprise service brands |
| Video Style | Mixed Style |
| Video Type | Brand Film (Identity Reveal) |
| Video Length | 1 minute 4 seconds |
| Editing Technique | Kinetic text animation, 2D character motion, screencast-style brand system sequences, stock visual layering with deliberate pacing |
| Sound Design | Custom sound design with deliberate audio impact cues aligned to key visual transitions and brand energy moments |
WeWork's Introducing WeWork's New Brand Identity video uses a mixed production approach to communicate brand evolution in just over one minute. The video layers 2D character animation, kinetic text motion, and screencast-style brand system sequences to show how the refreshed identity works across real workplace contexts. It is built for WeWork's member community and enterprise prospects, but the production structure is a direct reference for any corporate brand team planning a mixed style identity reveal without a live shoot.
Video Overview
Mixed style brand identity videos for B2B brands face a specific production challenge: the content must communicate change without triggering uncertainty in the audience. WeWork's 2023 brand refresh video solves this through layering. The production combines 2D character animation, kinetic text animation, screencast-style sequences showing the brand system in use, and stock visual elements that ground the story in recognisable workplace contexts. Each production layer serves a different part of the message. Text animation carries the brand language. Character motion adds human scale. The screencast sequences show the identity applied to real materials. This functional division of visual labour keeps the 64-second runtime from feeling rushed. Browse the mixed style video examples in the MPV library for more corporate brand films using this multi-technique approach.
The WeWork production opens with a direct statement of brand intent: "As the world of work continues to evolve, our new brand identity not only reinvigorates us to meet the needs of today but also strengthens us for the future." This framing sets the audience's expectations before any visual element appears. The editing maintains effective pacing throughout, which prevents the mixed techniques from feeling disjointed. MyPromoVideos produces product video production in mixed style formats for corporate and enterprise brands that need to signal brand investment without committing to a full live-action production. The custom sound design adds impact at key transitions, reinforcing the brand's confidence in the direction of its refresh without relying on heavy visual effects.
What Makes This Video Stand Out?
- Multi-Layer Production Without Visual Noise: WeWork layers 2D animation, text motion, screencast sequences, and stock footage into a single production without any layer competing for dominance. Each technique carries a distinct part of the brand message, which keeps the mixed style from feeling busy or unfocused to the viewer.
- Opening Statement as Narrative Anchor: The video opens with a direct verbal brand statement before the visual identity elements appear. This sequencing primes the viewer to interpret everything that follows as intentional and directional rather than decorative. It is an unusually confident creative decision for a brand identity reveal.
- Screencast-Style Brand System Reveal: Showing the new identity applied to real brand materials in a screencast format gives the audience a practical understanding of what the refresh actually looks like in use. This bridges the gap between abstract brand language and tangible visual output.
- Custom Sound Design as Structural Support: The audio impact cues in this video land at visual transition points rather than on a continuous music bed. This makes the editing feel deliberate and rhythmically precise, which supports the brand's positioning as considered and future-facing.
- 64-Second Runtime Discipline: WeWork communicates an entire brand evolution story in just over one minute. This runtime discipline forces every visual and verbal element to earn its place. The result is a production that respects the viewer's attention and delivers its message without overstaying its welcome.
Planning a mixed style brand film? MPV produces script-first mixed style productions for corporate and B2B brands. Four to six week delivery.
Get a Free Estimate →Steal These 6 Moves for Your Next Video
WeWork's brand identity reveal is built on six production decisions that corporate and B2B brand teams can adapt for their own mixed style rebrand or identity announcement video.
Open With a Direct Brand Statement
WeWork leads with a clear verbal statement of brand intent before any visual element appears. This anchors the viewer's interpretation of everything that follows. Brief your studio to open with the brand message, not a visual hook, when your primary goal is communicating strategic direction rather than entertainment.
Assign Each Layer a Specific Job
In WeWork's video, text animation carries brand language, character motion adds warmth, and screencast sequences show the system in use. No layer duplicates another's function. When briefing a mixed style production, specify what each visual layer is responsible for before the design phase begins.
Screencast-Style Brand System Reveal
Showing the new brand identity applied to real materials grounds abstract brand language in tangible visual proof. This is particularly effective for B2B audiences who evaluate credibility through evidence. It converts "here is our new identity" into "here is what our new identity looks like working."
Impact Audio at Transition Points
WeWork uses custom sound cues at visual transitions rather than a continuous music track. This makes the editing feel structurally precise rather than editorially decorated. Specify transition-aligned audio in your brief to prevent the sound design from becoming atmospheric background noise.
60-Second Runtime for Identity Reveals
A 60-to-90-second runtime is the optimal format for corporate brand identity films distributed on LinkedIn and YouTube. It is long enough to communicate brand direction but short enough to hold professional audience attention in a feed environment without premium placement.
Stock Visuals as Contextual Layer, Not Filler
WeWork integrates stock imagery and footage as a contextual layer that grounds the animated brand elements in real workplace scenarios. Stock works in mixed style productions when it is selected to reinforce a specific narrative point rather than used to pad runtime or fill visual gaps.
When to Use Mixed Style for Your Business Video
As a B2B video production company, MyPromoVideos recommends mixed style video when a brand needs to communicate multiple dimensions of a story that no single production technique can carry alone.
Corporate Brand Identity Reveals
Mixed style allows brand identity films to show the new visual system in multiple contexts simultaneously. It signals production investment and creative confidence in the rebrand direction.
Multi-Audience Brand Communications
When a brand communicates to both consumer-style and enterprise buyers, mixed style can layer emotional warmth with rational proof points in a single production without alienating either group.
Brand Announcements Without Live Shoots
Mixed style combines animation and stock footage to produce brand-quality results without the logistics of live production. This is particularly useful for global brands with distributed teams.
Tight Budgets Requiring Simplicity
Mixed style requires coordinating multiple production workstreams simultaneously. If budget or timeline is constrained, a single-style production delivers a more consistent result with fewer revision cycles.
Production Duration
A 60-to-90-second mixed style brand film typically requires eight to twelve weeks from approved brief to delivery. The most common overrun cause is design direction changes after multiple production tracks have already begun.
Single-Feature Product Demos
Product demos require visual consistency and literal accuracy. Mixed style's visual variety works against the clarity that product demonstrations need to convert technically-minded buyers.
Why Mixed Style Works for B2B Marketing
Mixed style brand films work for B2B marketing when the brand story is too multidimensional for a single production technique to carry. They signal production investment and creative ambition, which positions the brand above standard category content. See MPV's B2B video case studies for corporate brand film production results.
Using This Video as a Production Reference
WeWork's brand identity video demonstrates a critical briefing principle for mixed style productions: define the functional role of each visual layer before design begins, not after, to prevent the different production tracks from working against each other in the editing phase. When MyPromoVideos produces a mixed style corporate brand film, the first deliverable is a layer-function map that assigns a specific narrative job to every visual element before any motion design begins.
Is Mixed Style Right for Your Project?
Mixed style fits best when your brand story requires two or more production techniques to communicate its full range, and when your brief has a clear hierarchy of what each layer needs to achieve. If your story can be told effectively in a single style, that choice will usually deliver a more consistent result. Read how to choose the right explainer video company before committing to a mixed style approach.
Related Search Terms
This mixed style brand film is relevant to the following B2B video searches:
- #corporate rebrand video
- #mixed style brand film
- #brand identity reveal animation
- #co-working brand film
- #B2B identity launch video
- #corporate brand animation
- #how to make a rebrand video
- #mixed media B2B brand video