Located in the emerging Sycamore District of West Hollywood, California, Prizma is a seven-story mixed-use urban infill development project with a high-end residential component. The area was, and still is, home to many Hollywood back-lot studios and support facilities for the film industry. Inspired by the site's history and role in the motion picture industry, we conceived and developed all aspects of the brand including the name.
The project site was previously home to two historic film industry groups.
During the research phase, Ashton came across Prizma, created in 1913 by William Van Doren Kelly, an early color motion film process. It was described to have a delicacy and subdued quality to its handling of color. This paved the way to a name that fit the colorful lifestyle that the disctrict exudes while paying tribute to its storied past.
root: prismatic [priz-mat-ik]
spectral in color; brilliant.
Light and color became a visual theme applied to all the brand touchpoints including print and web.
Wayfinding and signage were also designed with light and color in mind, using transparent and translucent materials that add a prismatic feel to tactile experiences.