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 tropes. The brand needed to feel contemporary and intelligent, while remaining closely tied to place. It had to communicate clarity and confidence, without excess or ornament.

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

The logo and visual language were designed as a system rather than a single mark. A simplified icon provides a flexible point of recognition across digital, social, and environmental applications. Typography and color were selected to support the idea of precision and restraint, allowing the brand to feel composed and deliberate.

Illustration plays a supporting role within the system. Developed in collaboration with artist Maria Coons, the illustrations introduce moments of wit and character when used in transit advertising and digital media. Their presence adds texture to the identity while maintaining conceptual alignment with the core idea.

The brand extends across signage, advertising, and marketing materials, maintaining consistency without repetition. Each application reinforces the underlying concept, creating a cohesive and legible presence within the urban landscape.