A brand campaign for The Boulevard apartments that celebrates Miami’s past while looking towards its future

The Boulevard – Branding

Our Boston-based branding team brought their expertise to the brand campaign for The Boulevard, a new apartment community located in the historic MiMo district of Miami. The Boulevard’s eclectic neighborhood derives its name from Miami Modernist architecture or MiMo—a regional style of design that developed in South Florida during the post-war period. MiMo design melds a bit of Hollywood glamour, an appreciation of the organic, and a fascination with the future to create something completely distinct.  

The distinct, curvilinear look and feel of the building, along with the uniqueness of the vibrant MiMo neighborhood, provided a basis of the Boulevard’s distinct brand visuals. To instill a MiMo vibe in the brand campaign, the branding team created a flowing user interface incorporating curving graphic gestures that reflect the façade of the building, and mid-century-inspired one-line illustrations that direct the eye. In addition, the unique aqua and gold color palette sets this brand apart, especially when paired with commissioned, vibrant neighborhood photos.

Leading with the tagline “MiMo Spirit, Modern Living,” and incorporating meaningful design gestures that create a robust and cohesive experience, the brand campaign for The Boulevard apartments celebrates the past but is forward-thinking down to the last detail.