Thunkgood was commissioned to design a brand identity for THE CUBE as well as to interior design the apartment block's lobby (done in conjunction with Luxlo London), its way-finding signage, exterior signage, entrance door handles and decorative screens.

The brand identity's design was inspired by the building's geometric facade which subsequently fed through into a brand pattern that suffused the building's architectural details. Thunkgood also designed a marine-ply drop ceiling in the shape of a waveform as the central feature of the lobby.