BOOM is a dynamic new, master-planned community in the desert of Palm Springs. The BOOM development is not only an experiment in innovative design, BOOM also represents a new form of community, a kind of ‘urban village’ for the 21st century. Conceived for the LGBT community, BOOM also addresses the issues of health and aging through the lens of architecture. The project is the result of a collaboration between BOOM Communities, Inc., HWKN, BMD and a team of 10 internationally acclaimed architects, including Diller + Scofidio Renfro, LOT-EK, Arakawa & Gins, J Mayer H, Surface Design and Joel Sanders.

The developer, BOOM Communities, Inc., asked Bruce Mau Design to work on the naming, brand positioning & marketing strategy as well as the overall visual identity system including BOOM’s collateral and marketing materials. Additionally, BMD has developed, as well as an overall digital strategy to link BOOM’s site to social media outlets, and an app-based module which allows potential buyers to help customize their own BOOM experience designing BOOM alongside the architects and developer.

BOOM makes community out of strangers by creating architecture designed for morning run-ins on the roof track, casual afternoon gossiping in the core, and afternoon cocktails in each home's atrium.