Last year Pentagram partner Emily Oberman and her team, were hired to brand a new kind of social club/coworking space in New York City for smart, successful women. Unlike traditional men’s social clubs that feature dark walls lined with taxidermy in an old world sense of style, The Wing is light and contemporary. It’s a haven for professional women looking to catch up on work, socialize with other likeminded women, read, grab a cup of coffee, even take a shower or get a blow-out before heading out for the night.
Oberman, who counts herself as a person for whom The Wing was created, was thrilled to be involved in the branding. “When we met with Audrey Gelman and Lauren Kassen (cofounders of The Wing), it was love at first meeting. We all shared a similar sense of intelligent humor, design, style, and activism,” Oberman recalls. “The more we talked and shared inspirations, the more we felt that we could create something great together.”
The identity features 30 different Ws, which can be a risky move, but Oberman says it felt right. “The team picked a bunch of Ws to represent all of the women who make up the wing, and they said yes to all of them. Audrey did feel strongly that we needed a ‘hero’ W, so we collectively chose the one you see most often,” she explains. “We chose it because it is strong and curvy.” The different Ws embody a range of styles from eclectic, fun, sexy, smart, and serious. There is no one way to define a woman, after all.
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