Evolving with an Iconic Destination Brand: Miami Beach

The Miami Beach Visitor and Convention Authority works to shape how one of the world’s most iconic destinations is seen and experienced. Operating within a dynamic, constantly shifting global tourism market, the organization is committed to staying ahead of change, ensuring Miami Beach continues to feel relevant, compelling, and culturally vital. As a long-time brand partner, we were engaged to refine the destination brand and its touchpoints to reflect that forward-looking vision.

The work began by clarifying and modernizing the destination brand; creating a cohesive system that expresses Miami Beach with greater vibrancy, clarity, and flexibility. A refined visual language built on clean geometry, disciplined typography, and the city’s signature blue-green spectrum brings consistency while allowing the brand to adapt across platforms and experiences.

That strategy comes to life through the Experience Miami Beach website and app ecosystem, designed as more than a visitor guide. The platform offers an inside view of the city; curated experiences, cultural landmarks, local businesses, and iconic places, elevating local voices and inviting exploration before and during a visit. Supporting multimedia campaigns extend this ecosystem, creating consistent touch points long before visitors arrive.

At the same time, the organization’s institutional presence was streamlined and strengthened. A redesigned corporate identity and website bring clarity to MBVCA’s role, programs, grants, and governance, using the same brand system adapted for a more formal, transparent context.

Together, these efforts create a unified, future-ready destination ecosystem, one that elevates the visitor experience, supports local culture, and reinforces Miami Beach’s global presence with clarity and confidence.

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