Soft opening this month in New York’s Lower East Side, Pinky Swear is a new destination in the city that aims to blur the boundaries between cocktail lounge, game-playing venue and interactive art gallery.

NYC-based branding and creative agency The Working Assembly designed the brand identity for the venture, which references the nature of the ever-changing experiences on offer at the venue, and was partly inspired by the interpretive ink blots found in Rorschach tests.

The main logomark, which appears on signage, interior elements, menus, and in several digital animations, plays on the forms of the ‘P’ and ‘S’ to create a range of interpretations, akin to the bespoke experiences on offer within Pinky Swear.

Digital iterations show the logo morphing and stretching into a range of different shapes while retaining the central ‘PS’ element.

“Conceptualising a space with many functions – bar, restaurant, gallery, and interactive gallery – presented a dynamic challenge,” says Jolene Delisle, founder and creative director at The Working Assembly.

“Pinky Swear is in a category of its own, redefining how we interact with art, food, drink and space.”

From the outset, the aim of the design work was to tap into the experience that guests would have in the unique space.

In addition to strategy and visual identity work for Pinky Swear, The Working Assembly also worked as overall design consultants on the project, ensuring that a sense of “exclusivity for inclusive people” came to life through every aspect of the brand expression.

theworkingassembly.com