The Assistant Room is a brand new online magazine by PAs for PAs. Much of the content is exploring the luxury lifestyle associated with big business in the Old Smoke, providing an invaluable tool for young professionals in the sector (or those who like to live it up). Before launching, they needed a logo to match their stylish vision.
A brand for an industry / Appealing to an industry where appearance is everything
Much of the Assistant Room's content was to be centred around hospitality and lifestyle, in relation to the PAs and their top-level management. Aiming to create partnerships with premium hospitality names, the Assistant Room brand needed to be appropriatley high-end in terms of typography ad colouring. It also needed to nod to the solidarity of a largely female dominated profession. A profession that is often overlooked in importance and influence.
We saw the opportunity to sneak in a 'sista' easter egg for the eagle eyed users of the service.