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.”

Subscribe to The Design of Business | The Business of Design on iTunes or your favorite podcast app, or follow Design Observer on Soundcloud.

The Design of Business | The Business of Design is recorded at the Yale School of Management.

A big thanks to our sponsor, Mastercard.