Branding / Logo Design
Miami Beach is always changing and growing (which is why we love having our offices here). And Lincoln Place, the redeveloped 1601 Washington Avenue luxury property, needed the perfect branding solutions to continue to attract top-flight retail and office tenants to its Class A building, especially for companies looking to relocate or establish satellite offices in Miami. They wanted to target companies in the financial services sector such as private wealth, family offices, hedge funds, and fintech, who wanted a boutique high-end solution with the South Beach ambience.
We wanted to communicate the vision of the property as an exclusive VIP club-like office location. Our goal was to create custom logo mark, playing with the spelling of Lincoln but keeping the phonetic pronunciation intact. What they approved transforms the name into a custom consonants-only logo – LNCLN – which was a perfect fit for their high-end but on-trend business model. It's both sophisticated and irreverent, confident and cosmopolitan. With its wash of tropical color, and stylized HTF Didot typography, with supporting Gotham, we helped position them as not a typical utilitarian office rental, but more of an aspirational address in South Beach's world-renown Lincoln Road district. While it's risky playing with the traditional spelling of a word, when executed correctly this is a great way to personify the new upgrades and forward-leaning direction that the building is moving in.