No More Miami Vice and Romero Britto: Rebranding the 305 With SimpleFly Creative
|Like it or not, this is who we are when it comes to branding.|
Unfortunately, that's some of what passes for branding in our city. And that sound you hear is the collective dry heave of the design community. For a place that boasts the Design District/Wynwood, Art Basel, and a bunch of other arty events, you would think Miami's design aesthetic would be a little less retrograde.
But you'd be wrong. "You know how they say humans only use a small percentage of their brains. Well, Miami branding is kind of like that. We only use a small percentage of the city's personality in its branding," says Marcel Lecours, founder of SimpleFly Creative and unofficial Pied Piper of good branding in Miami. "There is a whole part of Miami on the other side of Macarthur Causeway that we don't use. The real Miami like Domino Park, Wynwood, and Eighth St."
|Here's an example of what good design of a flyer is not.|
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And he's not the only one that feels that way. "People here don't seem to be able to wrap their heads around the fact that branding is more than purely graphic. It's about the ideas that underpin a business or place," says Julian Martin founder of Lemon Yellow in Miami. And Lecours is trying to fight the good fight. Right now, SimpleFly offers free branding consultations, organizes design/branding workshops for small business professionals and just launched a free logo contest, all with the intended purpose of furthering branding aptitude in the city. That and drumming up some new business.
|FriendsWithYou are one of the few agencies giving Miami a good name.|