02.28.17
Michael Bierut + Jessica Helfand | Audio

S2E1: Audrey Gelman and Emily Oberman


Audrey Gelman is co-founder and CEO of The Wing, a social club and co-working space for women. Emily Oberman and her team at Pentagram worked on the brand identity for The Wing.

Research is essential to the design process, and Gelman was such a passionate researcher that “The Wing was already a fully formed human being,” says Oberman. “We just helped get it dressed.”

“I started with a concept and it evolved into something that is, first and foremost, a brand,” says Gelman. The Wing begins as a physical space, but “the possibilities are really endless.”

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Posted in: Design of Business | Business of Design, Design Practice


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Michael Bierut + Jessica Helfand Jessica Helfand, a founding editor of Design Observer, is an award-winning graphic designer and writer. A former contributing editor and columnist for Print, Eye and Communications Arts magazine, she is a member of Alliance Graphique Internationale and a recent laureate of the Art Director’s Hall of Fame. Jessica received both her BA and MFA from Yale University where she has taught since 1994. In 2013, she won the AIGA medal.

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