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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By Michael Bierut & Jessica Helfand

Jessica Helfand, a founding editor of Design Observer, is an award-winning graphic designer and writer and a former contributing editor and columnist for Print, Communications Arts and Eye magazines. A member of the Alliance Graphique Internationale and a recent laureate of the Art Director’s Hall of Fame, Helfand received her B.A. and her M.F.A. from Yale University where she has taught since 1994.