Pinky Swear
A one-of-a-kind lounge for upscale fare and unexpected experiences.
Pinky Swear welcomes one and all to a gathering place that challenges expectations and delights the senses. With its groovy yet intimate ambiance, the space invites community participation, playful connection, and a promise of an evening you won’t soon forget.
Pinky Swear needed a cohesive brand identity that encapsulated its whimsical and mischievous personality. The Working Assembly created a brand system and verbal identity that emphasizes discovery and playfulness while maintaining an elevated feel.
Brand Strategy
Visual Identity
Verbal Identity
Brand Applications & Collateral
We developed the brand purpose “Escape in your community” around the idea that Pinky Swear is a place to expand your mind, meet new people, and play in an uninhibited way. The creative minds behind Pinky Swear challenged us to push the status quo of a typical logo, and really tap into the experience guests would have in the space - expanding our minds and pushing the boundaries of traditional design.
Our main inspiration for the suite of logomarks and logo animations we provided was based on the Rorshach test, a psychological test where people look at random ink blots and explain what they see in the images. We developed a core logomark, and then a suite of variations and dynamic animations that represent altered states that you may experience in the space.
With Pinky Swear’s physical space serving many functions - a bar, restaurant, club, immersive gaming experience, gallery - the brand identity had to be expansive enough to encapsulate all the many facets of the space and brand. We developed a flexible suite of logos that could be used in many different applications - in motion, concrete, glass etching.
Other Work
