Branding that Belongs: Creating Identity for a Wynwood Landmark

At Lucca Lily, every brand we create starts with a story—and in this case, it began with a blank slate and a bold vision for the Miami skyline.

We were brought on by a longtime client to name and brand a new residential development in the heart of Wynwood, one of Miami’s most vibrant, ever-evolving neighborhoods. The ask? Build a brand from the ground up—one that felt intentional, timeless, and distinctly at home in this culturally rich pocket of the city.

Research First. Always.

Before diving into design, we immersed ourselves in the world surrounding the project. That meant deep research into the neighborhood’s identity, the competitive landscape, and the long-term vision of the developer. Wynwood is known for its creative energy—but this particular development was aiming for something more refined: understated luxury with a thoughtful, artistic edge.

We spent time aligning with the client’s goals, mood, and audience, because when the foundation is strong, everything that follows falls into place.

A Name That Speaks for Itself

During the naming phase, we explored a range of thoughtful, story-driven concepts—each rooted in neighborhood history, architecture, and lifestyle. But in the end, the client opted to let the location take the spotlight, naming the building TwentySixth&2nd.

It’s a bold and strategic move—reminiscent of naming conventions you often see in New York real estate. By choosing the intersection as the name, the building becomes instantly tied to place. It’s not just a brand; it’s a landmark in the making.

The Identity Comes to Life

With the name locked in, our focus shifted to building a visual identity that felt refined, architectural, and instantly recognizable.

The wordmark features custom-styled typography—sleek and serifed with just the right amount of flair—to mirror the building’s blend of elegance and edge. It’s paired with a bold secondary mark: a vertical stack of numerals and ampersand, grounded by a clean underline. Together, they create a flexible brand system that feels just as at home on architectural signage as it does on sales materials or digital assets.

To complete the system, we introduced a warm, neutral-forward palette that brings depth and sophistication, while nodding to the tones of the surrounding Wynwood neighborhood.

This wasn’t about chasing trends—it was about building a brand with staying power.

A Brand That Belongs

At the end of the day, branding a development is about more than just visuals. It’s about creating something that feels rooted—something that will still resonate long after the last unit is sold.

For TwentySixth&2nd, the result is a brand that reflects the vision of its developers, honors the energy of its neighborhood, and feels destined to live in Miami’s skyline story.

Want to see more from this project? Stay tuned—more coming soon.