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A makeover to a 1950’s icon requires the right vibe.

The Surfcomber, a historic, Art Deco property in South Beach, Miami, had recently been purchased by Kimpton Hotels. The property, in need of some upgrading, was slated by Kimpton (known for their unique properties worldwide) for renovation. A “Bohemian Chic” style was incorporated throughout. The task included new branding and reintroduction to the highly competitive South Beach market. We wanted to have a feel that reflected its historic past, yet be relevant to the free-spirited, fun South Beach persona. "Life rescripted" became our mantra. It meant life was different here and you can be your true self at the Surfcomber. Inclusive, incredible, indelible. The Surfcomber welcomes the unique in all of us.

New logo pays homage to the past, while still being modern

A positioning line that says: “it's different here”

Bold and diverse print ads and wild postings position the property as chic and cheeky

The fun continues in banner ads

Irreverent in-room materials continue the brand's vibe

Meeting planner collateral and digital assets

Visual iconography developed

Our new photography speaks volumes, and captures the ambience

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