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Brickell is the first of its kind in Miami, a 4.9-million-square-foot mixed-use luxury development comprised of two residential towers, two office buildings, a hotel, with 500-million square-feet of high fashion and culinary space. It's huge. When most people think of Miami they think of three things: beaches, buildings, and babes. Brickell isn't exactly any of this. The challenge was to shift notions from cliche and gaudy, to chic and understated. While creating an identity that reflected a still authentic, cultured, and global Miami. We developed a brand strategy and identity and developed the look and feel of all marketing materials from advertising to website design and collateral.