Waveoffice

Project Overview
WaveOffive is a flexible workspace concept developed by Carr Properties to provide hospitality-driven office environments for modern professionals. The offering combines premium workspace amenities, curated programming, and thoughtfully designed environments to support productivity and collaboration.

To establish the brand and communicate the concept to prospective tenants, a comprehensive marketing and digital presence was developed.

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

I collaborated with branding consultancy Noted during the brand foundation workshop and directed the translation of the brand strategy 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. A visual language combining architectural photography, lifestyle imagery, and modern typography was developed to communicate the brand’s focus on productivity, community, and workplace wellbeing.

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The WaveOffice website is no longer active as the workspace concept was later retired.

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 tenant communications. The templates extend the WaveOffice visual identity and provide flexible formats for announcements, updates, and marketing campaigns.

Project Impact
The WaveOffice brand system established a clear identity for Carr Properties’ flexible workspace and supported marketing efforts across digital platforms, leasing communications, and location-specific campaigns.