Kendall Square is recognized as a global center of innovation and technology, however, the area lacked a unified sense of place. Minelli, Inc. was hired to develop a brand strategy and identity to unify key stakeholders, create a visible presence and foster broad engagement. Working collaboratively with the Kendall Square Association, Minelli, Inc. led a process to establish shared vision and a common set of ideas and tools — the critical first step in building an iconic and dynamic brand presence for Kendall Square. The new brand captures and enriches the spirit of the area, establishes an iconic identity and outlines a wayfinding systems, experiential interventions and opportunities for public art. As the brand identity was implemented, Minelli, Inc. designed a comprehensive wayfinding system and guided it through fabrication and installation.