Swire Properties
Brickell City Centre
Brickell City Centre was conceived as more than a mixed-use development. It was an opportunity to establish a new cultural and commercial destination in the heart of Miami, bringing together shopping, dining, entertainment, and urban life into a distinctive experience.
Working with Swire Properties, we helped shape the brand from the ground up, developing the strategy, positioning, visual identity, and comprehensive design system. The ambition was to capture the energy and sophistication of a changing Miami while creating a brand with the flexibility to evolve alongside the destination itself.
This work was conducted by Brad Blondes in his role as Partner and Chief Design Officer at Ming, supported by the creative team under his leadership.
Defining a destination
Building a brand for an entirely new urban destination requires more than establishing a visual identity. It begins with defining what the place represents, who it serves, and how it can distinguish itself within the cultural landscape.
Our strategic work helped establish Brickell City Centre as a dynamic expression of contemporary Miami, balancing international sophistication with the city's distinctive energy, diversity, and character.
Building the identity
The visual identity was developed around a flexible graphic language that could accommodate the many experiences within Brickell City Centre.
A restrained typographic system, distinctive circular forms, graphic textures, and an expansive photographic approach created a recognizable identity without imposing a singular aesthetic on every expression.
The result was a system designed to accommodate the contrasts that make a destination compelling, from fashion and culture to architecture, food, and urban life.
Creating a world around the brand
The brand came to life through a carefully art-directed visual world, combining fashion, lifestyle, architecture, and unexpected details into a distinctive editorial language.
Rather than relying on conventional retail imagery, the approach emphasized discovery, contrast, and the cultural richness of Miami, giving Brickell City Centre a recognizable point of view across advertising, publications, and environmental applications.
Designing the physical and digital experience
The identity extended across physical and digital environments, shaping how people would discover, navigate, and experience Brickell City Centre.
From environmental graphics and wayfinding to websites, mobile experiences, and digital communications, we developed a cohesive design language that connected the destination's many offerings while creating a consistent and recognizable brand experience.