Just two weeks ago, Washington D.C.-based lawyer Allison Strickland Ricketts filed a trademark request for a company that listed variety of services, including coworking, education, and more.
Soon after, WeWork announced it was rebranding as the We Company, marking its official departure from strictly office leasing.
In 2009, CEO Adam Neumann and co-founder Miguel McKelvey saw a WeWork ecosystem that would include a branches such as WeBank, WeSleep and more.
WeWork officially went beyond coworking when it trademarked a slew of potential business ideas such as a startup accelerator called WeWork Labs and its residential division WeLive.
Its trademarked catchphrases included “We Generation,” “Do What You Love,” and “Thank God It’s Monday,” in a final push to establish their brand.
Now, the We Company has filed a trademark for the catchphrase “Elevating the World’s Consciousness.”
The We Company is divided into three sectors: WeWork, WeLive, and WeGrow, its education offering.
The timing is questionable, as the company just saw a huge reduction in what would have been a $16 billion investment from SoftBank’s Vision Fund, to $2 billion from SoftBank itself.
With economic uncertainty on the horizon, the executives are left with the choice of either going public or staying private and attempting to continue raising money to fund expansion.
Since the company has yet to turn a profit and racked up huge losses, it is in a sticky situation.