One of the largest urban developments in the country, Miami World Center consists of retail, hospitality, residential, and commercial offerings in the core of downtown Miami. Once the master planning process was completed, Miami Worldcenter Associates recruited Otherwise to develop a comprehensive brand for their first luxury residential apartment tower.
To begin, we dove into finding the perfect name for the residences, eventually landing on Caoba, taken from the Spanish word for “mahogany,” a tropical tree species prized for its beauty, durability and color. The visual identity we designed continues this connection back to nature; the soft forms of type paired with soft leaf patterns, creating a pleasing organic feel. We introduced the Uncommon Ground as an allusion to the ever-changing neighborhood and trendsetting lifestyle of the residences and amenities at Caoba.
Working with Miami photographer Nick Garcia we planned and directed a shoot that captures the vibrancy and excitement of the neighborhood, incorporating the photos into a host of applications including a collateral kit, stationery, and fencing graphics.