Project

The Assembly

Disciplines

Brand Identity, Marketing Collateral, Web Design 

Description

The Assembly is a new women-only clubhouse and coworking space in San Francisco. The founders set out to create an intentional community focusing on physical and personal wellness. I worked closely with interior designers to create a holistic brand that is unique and human. The wobbly circle, and hand-drawn logotype imbue the curiosity and liveliness of the community growing within the space.

Applications

I translated the biomorphic forms from the main branding throughout the digital and physical presence of The Assembly, hand-drawing phrases onto mugs, shirts, walls, mirrors, and online announcements.

The merchandise, featuring rotating women-centric themes, is released seasonally and available only to members.

Process

I talked with the founders at length about similar brands in the co-working and fitness market. Most felt sterile, elitist, and hyper-masculine. Our approach was more nurturing.

After a rigourous competitive audit, I built a brand strategy based on a women-first mentality, identifying a brand motto, "Let your hair down. Put your hair up. Do whatever you want with your hair",  based on a conversation between the founders in a critique.

I picked a color palette based on natural elements found in Northern California: eucalyptus, terra cotta, and sand. Although Brandon Grotesque was well-liked by the team, we selected Cooper BT as the brand font. It's quirky serifs paired well with the unpredictable curves of the logomark.

Send all project inquiries, secret family recipes, stock market tips, and new music suggestions to:

chase@chasechase.co