The Challenge
I AM MIAMI’s founder commuted from Miami to NYC every week for more than fifteen years. In NYC airports, they repeatedly saw the I LOVE NY icon around airport shops, and the obvious question was raised: Why doesn’t Miami have an icon like this? This became the starting point for the I AM MIAMI brand. I AM MIAMI strives to create marketing that represents the celebration of life in Miami, whether it’s the city’s nightlife, art, diversity, food, shopping, or joyful and uplifting spirit, all of it is encapsulated in the I AM MIAMI brand. A brand that is a badge of Miami pride.
The Solution
To call attention to the lack of Miami representation at the globally renowned Art Basel Miami, one of the toughest art shows in the world to get your work displayed at, I AM MIAMI supported local Miami artists by sneaking into the event with specially printed t-shirts that showcased their work. The brand partnered with local artists to design the t-shirts that would feature their work and represent their unique style and artistry, and which also included a QR code that connected visitors with the artist and the I AM MIAMI brand.
