Prism Analytics

The analytics space is dominated by brands that look identical: dark navy, orange accents, stock photography of dashboards. Prism's product was genuinely different — it needed a brand that communicated that difference before a single feature was explained.

The design system also had to work across three distinct surfaces: a marketing site, a product dashboard, and a mobile app — each with different constraints and user contexts.

We started with a brand strategy sprint — defining Prism's positioning, personality, and the emotional territory they wanted to own. The visual identity emerged from that strategy, not the other way around.

The core visual idea was refraction: the way a prism breaks white light into its component colours became a metaphor for how Prism breaks complex data into clear insight. This idea runs through every element of the identity — the logo, the colour system, the motion language.

The identity system uses a dynamic colour palette — a neutral dark base with a spectrum of accent colours that shift based on context. Data categories get distinct colours; UI chrome stays neutral. The result is a dashboard that's visually rich without being chaotic.

The design system shipped with 120 components, a comprehensive motion guide, and a brand book that covers everything from email signatures to conference booth design. Prism's team can now extend the system independently without losing coherence.