Comprehensive rebrand including visual identity, messaging and content strategy, and website re-design.

Omni CRA (Community Redevelopment Agency) approached us for a strategic rebrand to publicly communicate their vision for the district. Situated on the north edge of Downtown Miami, the neighborhood is in the beginning stages of a massive development cycle.

The organization seeks activate the neighborhood with a mix of housing, restaurants and retail, commercial buildings, and public spaces, in a way that is beneficial for all.

Most importantly, they aim to create innovative responses to Miami’s housing affordability crisis, ensuring that current residents are not displaced or priced out as the district grows.

We were inspired by the team’s holistic and values-based approach to the urban environment. Since they serve such a broad group of stakeholders (government, non-profits, cultural institutions, developers and landlords, small businesses, and a diverse set of residents), we wanted to reflect notions of intersection and common interests in the brand. Finally, we knew the brand should feel inclusive and approachable, while still retaining some of the formality expected from a government organization.