This week we’re updating our passport photos, hitting up the biggest mall we’ve ever seen, and stopping by the newly opened Google store to take goofy selfies on the showroom phones.

Google gets physical

After years of pop-up shops, Google is delving into the brick and mortar space with a dedicated store in the Chelsea neighborhood of Manhattan, NYC. Inventory will be mostly their own hardware, such as Pixel phones and Fitbits, but we can also expect some sweet swag in the form of shirts, hats, and we’re betting there will be a hoodie. Visitors will be able to test out product features in “sandboxes” throughout the store, which is designed to feel like a cozier version of the techy, futuristic-feeling Apple store. Watch your back, Genius Bar.

The universal language of healthcare

The COVID-19 pandemic underscored the need for everyone to be able to communicate vital health knowledge with precision and speed. Seeing that the global healthcare dialogue was falling short, designer Daniel Burka created a form of communication that transcends language. He, along with a host of other designers, created an open-source set of universal icons to make talking about symptoms and other health related issues easier for all.

Research & Development’s new look

The Research & Development (R&D) team at The New York Times updated their logo to be more reflective of their inquisitive and experimental nature. R&D, whose main goal is to explore how emerging technologies can benefit journalism, developed a logo that responds in real-time to inputs by their team to create shifting, distorted letterforms. It’s weird. We love it.

The American Dream could’ve dreamed bigger

As New Yorkers, for years we’ve heard whispers of an entertainment and shopping megasite in the mysterious land across the Hudson known as New Jersey. This wonderland was said to be unlike any other mall in history, because in addition to the usual suite of shopping and dining experiences, it housed a wave pool, an ice rink, an amusement park, and a ski slope. It was aptly named American Dream. Sadly, now that it’s open, it’s apparently just like most other malls: a sprawling compound that does a lot of things, but none of them that well. Go check it out for yourself. Let us know the best place to park to be near the Auntie Anne’s, or maybe the Orange Julius…

Picture a better way to take passport photos

If you’ve ever had your passport photo taken against a dingy white sheet at a drugstore and had your picture come out looking more like a mugshot, then luggage brand RIMOWA wants to help. At their flagship Soho, NYC store, they offer an elevated way to get your passport photos taken. They have better lighting, more comfortable seating, and it’s totally free.

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Established in 2017, we collaborate with emerging and evolving companies for end-to-end brand building, including strategy and visual identity, print and digital design, content, and creative campaigns.

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The Working Assembly

NYC branding agency exploring the intersection of art, design, technology and culture. Partnering with emerging and evolving brands.

NYC branding agency exploring the intersection of art, design, technology and culture. Partnering with emerging and evolving brands.