Coralline: built on coral.

Miami waterfront real estate. Miami luxury real estate speaks in black, gold, skylines and script. Buyers relocating from New York or London get glamour but rarely get the facts that matter on the water: elevation, seawall, flood zone. Miami's bedrock is oolite, a limestone made from coral. Coralline takes that stone as its mark and its promise: we know what lies beneath, and we show you.

Project: Self-initiated
Sector: Luxury brokerage
Market: Miami, US
Brand book: 80 pages

Coralline is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For buyers and sellers of Miami waterfront homes, Coralline is the brokerage that discloses the ground under every listing, because on the water, what lies beneath decides the value.

Tagline: Built on coral.

The idea

Miami is built on coral stone. Coralline knows the ground.

Coralline graphic language page — Graphic language, from the brand book

Creative directions

10 directions, one choice.

After research and strategy, we explored 10 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.