Verified Expert Brand Designer: The Working Assembly

The Working Assembly began as a side hustle. Jolene Delisle and Lawrence OToole juggled full-time jobs while collaborating on projects for startup clients, and they eventually realized there was an opportunity to help companies with branding, marketing, and advertising. In the past four years, TWA has grown from a team of two to a team of twenty in NYCs Flatiron district. We spoke with Creative Director and Partner Jolene Delisle about their start, their new initiative 24-Hour Assemblya branding program for minority and women founders, what makes an ideal TWA client, and why shes excited about the new frontier of experiential and immersive branding.

On common founder mistakes:

Clients often come to us and say, I love the branding of this. And were like, Well, thats not really your target. It doesnt really make sense for you as a brand. And I think it can be hard for founders to separate their own personal aesthetic from what is actually going to be most effective for their business.

On TWAs core values:

Theres an opportunity when you start your own business to be able to pick your clients, and we started working with a lot of female-founded startups right away. Zola and TheSkimm are both led by women founders. We developed a natural passion for working with these types of companies. It helps that our team is also comprised of mostly women, which I think is really outside the norm. For us, we really focus on diversity and inclusivity. Its a core tenet of our company and an integral part of the conversation.

TWA is great at collaborating, ideating, and executing brand identities. They have outstanding taste, beautiful design skills and understand the marketplace well. Michael Wayne, LA, CEO, Kin
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