Clayton Glasco - Branding

BRANDDEVELOPMENT

For the consumer brand development for Brickell City Centre, I was actively involved in the entire process. From agency pitches and throughout creative development and application, I assisted and consulted throughout the process. So I'm very proud of this work and what we created. That said, this is not my work personally. A lot of talented people were involved in the creation of this work and the visuals displaying the original identity concept.

The agency of record for the brand work was Ming Utility & Entertainment out of New York. The primary creative team on the account was Linus Karlsson, CCO, Brian DiLorenzo, CEO, Brad Blondes, Art Director. From the client side, the lead for the project was my boss, Clare Laverty, AVP Marketing & PR.

The 2nd phase of work was featured in Adweek, the campaign that coincided with the retail grand opening.

BCC Master Brand

BRAND MARKS

The concept for the Brickell City Centre brand was borne out of the live, work, play lifestyle, but the desire to find a modern and less travelled twist on the concept. We also wanted to stay cognizant of a previous, more B2B feeling brand and mark that Brickell City Centre was beginning to be known for.

Ming proposed the marks below in different line and font variants, which were connected for design flexibility and adaptability to any application. Sharps Sans, a simplistic and clean font serves as the master font throughout. We later incorporated elements from Dala Floda and Miller as more accent and publication style fonts.

The marks are designed to mimic the sun and moon, a nod to the 24 hour nature that the project and city are growing into. The primary palette is neutral, with color emerging in the sub brand categories for independent identity.