Identity, collateral and web design for New York based women's club, The Wing. Founded by partners Audrey Gelman and Lauren Hassan, The Wing is a home base for women on their way. Part co-working space and part social event space, The Wing has showers, lockers, vanities, a lactation room, and a cafe/bar.
The identity is designed to be both soft and bold at the same time. The use of three typefaces (Bureau Grotesk, Bianco Sans, and Bianco Serif), a broad color palette, and various W marks creates a dynamic and surprising system that doesn't appear over-branded at first but is full of small, thoughtful details that add up to a cohesive experience for people in the know. The messaging is witty and sharp, capturing the club’s fearless attitude, paired with a look and feel that is scholarly, elegant, and unapologetically feminine. Read more here.
Completed at Pentagram.
Emily Oberman, partner-in-charge and designer;
Deva Pardue, Alex Stikeleather, and Christina Hogan, designers.