The Boulevard apartments—MiMo-inspired style and forward-thinking down to the last detail
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.
Krista Bourque, Principal, Branding Strategies
A distinctive brand is a critical asset. It resonates with target audiences, creates meaningful emotional connections and directly impacts the bottom line.
Nina Daly, Senior Associate, Branding Strategies
A great brand comes from that magical place where a good story and compelling visuals meet, creating an experience that is both meaningful and memorable.
Jenya Guillemin, Senior Associate, Branding Strategies
To create compelling brand visuals, you must tap into the optimal combination of intuition, reasoning, logic, and art.
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