Brand Identity

Brightline Trains.

Role: Creative Director / Lead Designer

Project Type: Transit / Hospitality

Website: www.gobrightline.com

The first privately own high-speed passenger train startup in America in over 100 years. Brightline’s promise of a carefree ride is delivered through thoughtful design that keeps hospitality at top of mind. The result is an entirely new travel experience, offering reliable Wi-Fi, fresh on-the-go food and cocktails, clean accommodations, and immersive guest experiences.

As the company’s in-house lead designer, my job entailed taking the brand bones given by design powerhouse Rockwell Group and translate them into every guest touchpoint.

Once the brand evolved to an operational business, the role shifted to build and lead a larger creative team, while “policing” design to assure brand guidelines were being followed.

Virgin MiamiCentral.

Role: Creative Director

Project Type: Mixed Use Retail

Website: www.virginmiamicentral.com

Originally known as just MiamiCentral, this 1M square feet urban transportation hub hosts the Brightline station along with spaces designed for retail, restaurants and residences.

The multiple programs and magnitude in scale presented one challenge: create an identity that allowed all of its components to shine through while standing out as the main brand house.

Shortly upon completion of the project, a naming rights partnership was established with the Virgin Group which required integration of the Virgin brand identity alongside the MiamiCentral one. The result was a clean and classic, yet modern identity were both brands complemented each other beautifully.

Good to Go.

Role: Creative Director / Lead Designer

Project Type: Food and Beverage

A brand within a brand, Good to Go is a food, beverage and retail concept created for Brightline trains and stations which deemed valuable to the guest experience. The main objective when approaching design for this project was to create a welcoming and fresh concept that felt harmonious to its context.

The scope of work was extensive and included multiple line items that varied from branding and packaging to environmental design and visual merchandising– all delivered and installed in record time.

MP Wears.

Role: Lead Designer

Project Type: Retail / Fashion

Website: www.mpwears.com

An online concept store that focuses on showcasing innovative fashion and design. MP Wears curates all its pieces through the lens of sustainability and fairtrade, giving hyper-local and otherwise unknown Latin American artisans a global retail platform.

The design approach followed the company’s positioning that leaned towards the unique, local and artisanal, which allowed for a more fluid design. The result was a pictorial mark and identity that felt somewhat indigenous yet luxurious.

Aero Center

Role: Lead Designer

Project Type: Aviation

Website: www.aerocenters.com

A full service fixed-based airport operator, Aero Center was envisioned with the idea of a first-class aircraft maintenance facility, and professional aircraft fueling service to the regions it serves.

Given the nature of a brand with multiple locations in different states and the importance of airport names and codes as a main identifier, the concept was creating a logo icon that could be consistent in all iterations of the identity regardless of the word mark being abbreviated or not.