Sketches
The original inspirations for the rebrand were the Client’s signature, patterns found in Miami’s Art Deco architecture, and representations of the city skyline.
Final Execution
Font Selection
I selected the fonts Adobe Caslon Pro and Fedra Sans because of their timeless and adaptable qualities.
Adobe Caslon Pro is a classic serif that’s been in use since 1722. Inspired by Dutch old-style signs, the original font traveled to the United States in the mid-18th Century. In 1990, Adobe worked with Carol Twombly to revive the font, optimizing it for digital and print usage in the modern era.
Fedra Sans is a sans-serif font that is recognizable for its humanist twist. It brings an approachable elegance to any project.