Taste of Historic Downtown Miami Identity

Identity for an annual event in Miami’s downtown that celebrates the area’s historic architectural landmarks with local food and drinks.

Conceptualized by the Downtown Miami Partnership, the Dade Heritage Trust and the Miami Center for Architecture & Design, the event combines self-guided historic architectural tours with food and drinks from local restaurants and bars. The aim is to draw both downtown dwellers and visitors alike to explore the oft-overlooked historic architectural gems in this dense neighborhood of towering high rise offices and residences. Existing marketing, however, was suffering from a static, inconsistent design, resulting in a decrease in attendance (and increase in median age) among attendees.
After being approached from the Downtown Miami Partnership and the Dade Heritage Trust, the mission was to create a uniform identity that ignited new life (and perhaps a bit of youth) to the event, focusing on what previous marketing efforts forgot to highlight: a lot of alcohol. The buildings on tour are of the prohibition era, so various historic prohibition-era images courtesy of the HistoryMiami archive were used in conjunction with bold color combinations to appeal to a larger audience for the 2015 campaign.

The first event after re-branding saw attendance rise by 350%.