IDEAS that activate COMMUNITIES and define CULTURE

As part of our ongoing youth workshop series, THE WORK conducted primary research around Gen Z / Alpha to amass insights around learning, mental health, and social media.

Key Findings:

• 79% of learners often worry or feel anxious before or during exams or presentations
• 66% of learners are distracted by sources of entertainment
• 60% of learners struggle to maintain a regular sleep schedule

80% of students have at least four of these barriers impacting their academic performance:

• Anxiety
• Isolation
• Exhaustion
• Depression
• Distraction
• Surface Learning
• Low Self Efficacy

In an effort to help Chegg redefine its product value prop for modern-day learners, THE WORK conducted in-depth qualitative and quantitative research, uncovering that today’s students truly need holistic, ongoing support, not just answers.

Grounded in this insight, we developed a unified product vision to boost loyalty and differentiate from competitors. We embedded directly with their product teams to drive concept development and validation, and created narrative tools and a product roadmap to align teams and leadership around this new product direction.

THE WORK partnered with John Legend to build a self-care brand that celebrates the beauty and uniqueness of melanin-rich skin. We developed Loved01—an affordable and accessible self-care line created with the care and intention of a luxury brand.

Drawing inspiration from the infinite expansiveness of celestial formations and the Greek goddess of sight, THE WORK developed the name and brand for THIA to embody clarity, intuition, and visionary intelligence.

THE WORK partnered with John Legend to bring his Grammy Award–winning catalog to life, Vegas style, with a loosely biographical retelling of his musical journey—from his early roots in the church and playing small clubs in New York, to meeting his now-famous wife. A true spectacle of love, soul, and staying true to your roots.