Eastern Edge Food Hall
CLIENT
MITIMCo - Massachusetts Institute of Technology Investment Management Co.,
Gather Group Hospitality
SERVICES
Brand Identity + Naming
Signage + Wayfinding
Social + Paid Media
Photo + Video Direction
Guest Experience
E A T — D R I N K — G A T H E R
Welcome to Eastern Edge: A place shaped by movement and momentum; where people come together to share meals, ideas, and experiences that reflect the spirit of innovation around them.
Located on Cambridge’s east side in the heart of Kendall Square, Eastern Edge is a new destination where food, culture, and community converge.
It’s a space that celebrates diversity in cuisine, culture, and conversation. A place that welcomes all who live, work, and pass through the most innovative square mile on the planet.
The logotype is a playful twist on the name and location—it is set to face towards the “east.”
Custom isometric letters were crafted to feel industrial and reflect the multi-faceted community within and surrounding Kendall Square.
The logomark is also an isometric letterform, but with a literal twist. The upper arm is turned to face east. A subtle play on the concept, and emphasizing the quirky, doesn’t-take-itself-seriously personality of the space.
O R G A N I C S O C I A L
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