Founder · Creative Director
The desert already has such a powerful visual language — the colours, the light, the shapes of the mountains.
The most compelling brands today aren’t built around trends, they’re built around belief systems. With Wild Roman, we focused on creating a brand that feels enduring and reflects quiet confidence and personal standards rather than performative masculinity.
Union Square is the beating heart of downtown, full of energy, contradictions, and character. We wanted the brand identity to reflect that pulse.
Our studio is based in Union Square, so this project feels personal.
Pinky Swear was never meant to fit neatly into one category. It was built to be fluid, experimental, and a little hard to pin down.
The Rorschach felt right because it invites interpretation, as does Pinky Swear.
Pinky Swear isn't static, so the brand couldn't be either.
People are craving something they can't scroll past.
Creative Boom features The Working Assembly’s brand identity for Desert Kid Coffee, a new café and roastery in Palm Desert founded by locals Katie Reed and Joseph Eccles. The identity draws inspiration from the Coachella Valley’s natural landscape, using warm desert tones, custom illustrations, and cohesive environmental design. The project reflects a broader cultural return to local roots and community-driven creativity.
PRINT Magazine features The Working Assembly’s full branding work for Wild Roman, a new men’s skincare brand that rejects performative masculinity in favor of restraint and self-respect. The identity draws from classical Roman ideals of strength and order, using architectural cues and a grounded palette to convey quiet confidence. The project positions Wild Roman as a calm, enduring alternative in a noisy grooming market.
Creative agency The Working Assembly has developed a new brand identity for Union Square Partnership, reflecting the energy and diversity of downtown New York. The rebrand includes a cohesive visual and verbal system designed to unify communications and strengthen community engagement. Rooted in place and personality, the identity aims to position Union Square as a vibrant cultural and commercial hub in the city’s evolving landscape.
Creative agency The Working Assembly developed a fluid, genre-defying brand identity for Pinky Swear, a new hybrid hospitality venue in New York’s Lower East Side. Drawing inspiration from the Rorschach test, the identity embraces ambiguity, motion, and contrast to mirror the venue’s dynamic, interpretive experience. The project blends physical and digital touchpoints, from etched mirrors to animated projections, creating a cohesive yet ever-evolving brand system.
This interview from The Brand Identity’s 'The Designers' series features Chandni Poddar, a mid-level designer at The Working Assembly in New York. She discusses her journey from Mumbai to the U.S., her experiences at major studios like Pentagram, and her approach to side projects, imposter syndrome, and creative growth. The conversation highlights her passion for experimentation, colour, and diversity in design.