After successfully rebranding the Greater Miami Convention & Visitors Bureau, VML was tasked with looking beyond the city and raising awareness of the three expansive state parks located a short drive from Miami. A vibrant, lush identity was developed that highlighted the grandeur, adventure, and diverse wildlife of each park. The parks’ colors, textures, and biodiversity served as inspiration for a graphic system that included illustrations, typography, and other design elements.
Branding the Wild
An identity that spotlights the adventure and wildlife found in each park
Client
- Greater Miami Convention & Visitors Bureau
Office
- United States
After successfully rebranding the Greater Miami Convention & Visitors Bureau, VML was tasked with promoting awareness of the three expansive state parks located just outside of Miami. The challenge was to encourage tourists and locals alike to explore these natural attractions, which were often overlooked in favor of the city's urban appeal.
VML developed a vibrant and lush brand identity to capture the essence of the state parks. Drawing inspiration from the parks’ natural beauty, the team created a graphic system that highlighted the grandeur, adventure, and rich wildlife of each park. This system incorporated bold illustrations, typography, and design elements reflective of the parks' colors, textures, and biodiversity.
The new identity successfully showcased the unique appeal of the state parks, increasing awareness and interest in these natural treasures. By highlighting their beauty and accessibility, the campaign encouraged more visitors to venture outside the city, offering them an adventurous and immersive experience in nature.
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