Objective

Prism publishes personal takes that challenge the wellness status quo. Owned and operated by Parallel, an investment office and production studio, the Prism newsletter — delivered every other week(ish) — covers mental, physical, and social health from a range of first person perspectives.

The Prism brand voice was developed to stand out in a saturated wellness media space. It has an entertaining / humorous bent (because a lot of wellness content feels like medicine), an authentic and relatable voice (because a lot of wellness content feels like AI), and an awareness of the bigger systemic / cultural stories underneath a lot of wellness discourse (because a lot of wellness content feels navel-gazey). It’s written by the staff’s internal team, typically with a featured contributor’s story as the centerpiece.

Strategy

Prism’s brand voice draws strength from Parallel’s studio model. Just as Parallel partners with talent to translate personal values into scalable media ventures, Prism translates lived experiences into editorial storytelling that’s accessible, entertaining, and open-minded. The tone can be described as:

1. Cool, Not Unbothered — Well-informed and can go deep on pop culture, but this au courant attitude isn’t a front — it comes from a place of curiosity and exploration.
2. Funny, Not Goofy — Humor is central to the ethos, but without relying on stale material, basic bits, or cheap laughs. Prism uses humor as a tool for connection, not as a way to minimize people in the process.
3. Smart, Not Scholarly — Prism’s comms are uncomplicated and keep it real. Because sounding arcane or highbrow is antithetical to inclusivity. 
4. Warm, Not Effusive — Prism has a dynamic, engaged community. They’re  quick to respond to outreach and incorporate feedback. They thread the needle between a confident yet accessible tone.

Execution included:

• Over 20 newsletters that feel like honest, unguarded notes from a trusted friend.
• Headlines that twist expectations: “The first rule of Ozempic is: you do not talk about Ozempic.”
• Contributors who aren’t your usual wellness suspects — meaning no biohackers, gurus, or self-proclaimed experts. Instead, they are writers, artists, and thinkers sharing a wellness POV that is often messy, funny, and unexpected — but always deeply human.

Results

Prism’s distinct voice has become its signature — instantly recognizable and resonant. Readers describe it as “refreshing,” “anti-guru,” and “human.” The newsletter sustains an average 42% open rate from nearly 10K subs in just a few months — promising for a new independent publishing company  with no paid marketing thus far.

Contributors reported that Prism’s anti-performative editorial stance gave them the freedom to share vulnerable stories that were handled with care but also editorial rigor.  Readers regularly share how the newsletter has made them feel less alone in facing their own wellness challenges.