Brand Identity, Marketing Collateral, Web Design
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.
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.
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.
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