When our client, the American Athletic Conference, decided to create their own post season bowl game they requested that we build the new brand for them. They had a location for the game in Miami’s Marlin Park and so the bowl’s name easily followed... the Miami Beach Bowl. We wanted the image to reflect the Miami location as strongly as possible. As a result the typography is styled after the Art Deco look that saturates the city and the colors are the muted pastels which are a Miami trademark. The “palm tree goal post” concept was a natural fit for the final brand as it perfectly captures the essence of the game.