Positioning, Brand Architecture, Brand Experience, Brand Identity, Messaging, Collateral Design, Digital Design, Brand Guidelines, Brand Photography
A new brand for Miami’s grande dame.
Eden Roc opened its doors in Miami Beach in 1956. Designed by famed architect Morris Lapidus, the hotel quickly earned its reputation as the “Grande Dame” of Miami Beach. Compared to it’s next door neighbor, Fontainebleau, Eden Roc offered a more quiet elegance. However, with the recent hotel renaissance on Miami Beach, Eden Roc’s authentic history and understated offering was getting lost in the noise.
Despite its rich history and Art Deco heritage, the Eden Roc experience is surprisingly contemporary. With unique brand partnerships, a renowned art collection, and F&B offerings by Malibu Farm and Nobu, it embodies the enigmatic spirit of Miami: local and international, lavish and casual, city style and beach-side attitude. Rather than rooting the brand in history, we identified its timeless truth and developed a brand identity and experience that brings Maimi’s Beach Cosmopolitan lifestyle to every Eden Roc guest.