Located in Boston’s culturally-rich Roxbury neighborhood, The Amp is an apartment complex whose name was inspired by the neighborhood’s deep roots in jazz music and cultural expression. The logo draws from sound waves pulsing from an amplifier—an homage to the name, Roxbury’s historical music scene and a visual metaphor for vibrancy and movement. Designed to complement Flat 9, neighboring apartments within the same development, the identity strikes a balance between individuality and cohesion, aligning with an overarching brand while establishing its own dynamic personality. Bold, energetic, and modern, the identity system captures the spirit of Roxbury while positioning The Amp as a vibrant, creative living space for a new generation.