The Domus Group, developers of a new condo hotel at 1215 West Avenue, in the internationally renowned South Beach district of Miami, FL, needed a name for the project, a tagline and logo. They wanted it to match their forward leaning design and build approach. The client wanted the feel to be "ultra modern" and very distinctive, reflecting the advanced “technology" component of the property: state of the art computer systems, security, door, reservation system and more.

The name we proposed that the client decided on, ABAE, is a “coded” letter combination that matches the address, 1215, creating an aura of exclusive mystery with an almost Asian tinge. The tagline that we matched perfectly with this was, “We’ve Cracked the Code to Comfort & Glamour.” This custom font, and corresponding numbers, have a sleek but edgy feel that is both cryptic and utterly distinct. The font’s clean, rounded edges imply elegance and modern style, with the name partially “eclipsed” in a strongly graphic black and white palette.

Project scope included:

• Naming of the development

• Creating a tagline for the condo hotel

• Designing a logo

• Creating brand book & style guide

• Development of identity througout the hotel