Prism is a residential identity rooted in the idea of perspective. Located in Cambridge’s Kendall Square, the brand reflects a neighborhood defined by innovation, experimentation, and constant reinvention.

Set within a dense and highly competitive multifamily market, the project required an identity that could stand apart without relying on familiar real estate conventions. The brand needed to feel contemporary and intelligent while remaining closely tied to place.

The identity is built around the concept of refraction. Light shifts as it moves through space. Experience changes depending on perspective. Prism became a metaphor for modern urban living, where architecture, technology, and everyday life intersect in subtle and varied ways.

The logo and visual language were designed as a flexible system rather than a single static mark. A simplified icon provides a recognizable point of reference across digital, social, and environmental applications, while typography and color support the idea of precision, clarity, and restraint.

Illustration plays a supporting role within the system. Developed in collaboration with artist Maria Coons, the illustrations introduce moments of wit and personality across transit advertising and digital media while maintaining alignment with the broader conceptual framework.

Across signage, advertising, and marketing materials, the identity maintains consistency without repetition. Each application reinforces the underlying concept, creating a cohesive and legible presence within Kendall Square’s evolving urban landscape.