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Miami Growth Machine

November 30, 2021

Miami Growth Machine is a community platform that offers start-ups the capabilities and industry knowledge necessary to develop cosmetics and other consumer packaged goods. It taps into the broader Miami entrepreneur ecosystem, but is focused specifically on manufacturing expertise.

We’re excited to work with Andrea Cid and create a minimalist and modern brand inspired by the city of Miami, its diversity, beauty and architecture. The logo was developed based on fluid and organic shapes, as they convey lightness, well-being and hospitality, and it was also based on three concepts that resemble Miami: the ocean, the skyline and the sun.

Miami Growth Machine Brand Identity Design
Miami Growth Machine Brand Identity Design

The idea behind the waves is that they come and go continuously, representing a cycle, so the logo has a continuous path to represent the idea of connection, of connecting people, communities, places, and the fact that these connections are happening all the time.

The breaking wave was inspired by the city skyline, with different sized buildings, and its silhouette at both the sunrise and sunset. The sun was highlighted for being a very strong symbol of light and energy, related to higher consciousness, knowledge and the constant search for fulfillment.

All these elements were gathered in a way that the overall logo would resemble a profile view of a flamingo, a tropical bird that has great abilities to live in groups, representing social nature and the desire to create community bonds.

The color palette chosen for the brand has different shades of brown and gray, neutral colors that evoke a sense of strength, reliability and commitment, and that together give the brand a sophisticated and experienced look.