Bringing the brand to life through stories

In 2020, I worked with The Office Group (TOG) to bring the brand to life through stories. I was tasked with developing a content strategy and launching an editorial platform to position the flexible workspace company as a thought leader in the ‘future of work’ conversation, and build a community for its members.

When I started my research, I was struck by the variety of companies that used TOG's workspaces. There were so many stories to tell, from charities right through to global corporations. And the world of work itself was being turned upside down by the COVID-19 pandemic.

I researched the industry, spoke to as many members as possible, conducted stakeholder interviews with TOG's key people, and began to form a plan. The result was a multimedia editorial platform called Stories, which celebrated brave business ideas, supported the community with practical advice, and championed expert voices within TOG.

Editorial series including How We Made This, featuring designers and architects discussing the inspiration behind their buildings; practical guides from TOG members on sustainability, diversity and social impact; ghostwritten thought leadership for founders and executives; and Ideas to Change the World, spotlighting purpose-driven businesses within the TOG community.

I established the editorial workflow, content calendar and production process, overseeing commissioning, publishing and quality control. I also worked with the social media team to adapt content for different platforms, refine publishing cadence, and use paid media insights to strengthen our organic strategy.

I trained up a colleague to take over when I went on maternity leave, and I continued to write features, and produce and direct videos for Stories. Favourites include a discussion for London Design Festival 2020 about the future of work, and the story of a workspace in Shoreditch crafted from timber.

TOG later merged with Fora, and they are still using our editorial blueprint for brand storytelling.