Miami Baywalk logo in multicolor on grey image background.

Miami, Florida

Miami Baywalk Branding

RSM Design began with a vision for the Miami Baywalk with the primary goal to transform an underutilized, disconnected destination into one that was internationally recognized. The team’s goal was to transform Miami’s waterfront into a place for everyone through a process that drew insights, directives, and passions directly from the public. Through a series of public outreach and design charrettes, RSM generated criteria for the naming, branding, and design of the overall experience.



  • Branding & Logo Design
  • Brand Visioning
  • Brand Positioning
  • Brand Strategy
  • Name Generation
  • Logo Design
  • Usage Guidelines
  • Print & Digital Collateral
  • Branded Environment


  • Miami Downtown Development Authority
Miami, Florda Skyline with Pastel Skies
Miami, Florida social gathering
Miami Baywalk Waterfront Design Digital Branding
Miami Baywalk Waterfront Design Branding Guidelines
Miami Baywalk Waterfront Design Aerial MapMiami Baywalk Waterfront Design and Crosswalk Design
Miami Baywalk Waterfront Design Branding Collateral
Miami Baywalk Waterfront Design BrandingMiami Baywalk Waterfront Design Branding


A key aspect of creating a successful brand for Miami Waterfront was working closely with the surrounding neighborhood. RSM Design researched the needs and desires from the local community and worked to determine what was specifically special about the waterfront. Community engagements and collaboration set a strong ground for the design.


RSM Design’s task was to transform the Waterfront into a local and international destination to celebrate Miami’s unique heritage, create access from the diversity of neighborhoods, and generate legacy for years to come. The team created a brand that reflects the vibrancy, economic resiliency, sustainable ecological culture and the future spirit of Miami Biscayne Bay and River while paying homage to the history. The brand represents the overall image and essence of the waterfront while being flexible and adaptable.

RSM Design created a framework for a living brand that allowed for each resident and visitor to become an active participant in the life, soul, and voice of the waterfront.


The result is a bold, vibrant visual platform grounded in a framework that’s reflects the history and future of the waterfront. The visual platform speaks to a broader audience while providing enhanced experience with a range of different opportunities, stronger placemaking presentation, contextual content pathways, elevated standards, and a more engaging brand experience.

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