Excel Miami

A 24-story rental tower in Miami’s Arts & Entertainment District, 427 apartments and 13 townhouse lofts, and a multifamily branding brief with one clear warning: premium, yes; ultra-luxury, no.

ZRS Management was bringing Excel Miami to the rental market at 1550 NE Miami Place, a short walk from the Metromover and minutes from Downtown, Wynwood, Midtown and Brickell. We designed the logo and the identity system, the leasing print and on-site materials, rendered the amenity floors and cut a short film for social. One studio, one look, from the wordmark to the pool deck.

Location

Miami, FL

Client

ZRS Management

Year

2026

Scope

Identity, leasing print, 3D, film

Premium rental living without the luxury clichés

The brief described its renter in detail: 25 to 45, working in creative fields or from home two days a week, choosing a building for its location and its coworking as much as for its kitchen. The competition was a long list of new towers in Downtown, Edgewater, Wynwood and Midtown, most of them selling the same marble and the same sunset. Excel Miami was to feel calmer than that. Warm, editorial, intentional, closer to a well-edited magazine than to a leasing banner. Less corporate than typical apartment branding, and connected to the art and architecture around it, starting with the building’s own facade mural by MadC.

A monogram drawn like a blueprint

The identity starts with the letter E. Repeated, rotated and joined into a continuous line pattern, it reads like a floor plan or the grid of a tower facade, and it becomes the brand’s signature: embossed on a card, printed inside an envelope, woven into a lanyard badge. Around it, angled blocks and triangles echo the perspective of the building and double as photo masks and text panels, so a flat page picks up some of the tower’s geometry. The wordmark stays quiet on purpose: EXCEL in wide, light capitals, MIAMI spaced beneath it.

Two colors and a typeface

The palette is deliberately short. A warm ivory, #E4DED7, and a deep taupe, #5D514D, the colors of stone and dark wood in the interiors. Sweet Sans Pro carries everything from headings to the small print on a lease. With so little to work with, every layout has to earn its contrast through space and proportion, which is exactly the editorial feel the brief asked for. It also keeps the system cheap to extend: any new leasing piece is two colors and one font away from being on brand.

Multifamily branding at the leasing desk

A rental brand is tested at the leasing office, so that is where most of the system lives. Business cards with the E pattern on the back. Envelopes and a welcome letter for future residents. A leasing folder that holds the lease and the card in one hand. A brochure that walks through residences, amenities and the neighborhood, and a postcard version of it for events. Staff badges for the front desk. A-frame boards for the sidewalk outside the tower, standing a few steps from the mural they borrow their confidence from.

The amenities residents will rent for

For a renter in this market, the amenities are the product: a lobby that feels like a hotel, a lounge with a fireplace, a party room with a bar, a coworking floor for the hybrid week, a fitness center, a pool deck facing the skyline. We rendered each of them in the brand’s own light, warm stone and pale oak with soft daylight, so the brochure, the website and the leasing screens show the same building the identity describes. Nothing in the pictures has to be adjusted to fit the brand.

A short for social

The vertical film takes the amenity renderings off the page and into the format renters actually scroll. It moves slowly through the spaces, the way someone touring the building would, and closes on the wordmark.

What ZRS Management received

A logo and the E monogram pattern. Brand colors and typography. Business cards, envelopes, letterhead, a leasing folder, a brochure, a postcard, staff badges and A-frame boards, ready for print. 3D renderings of the lobby, lounge, party room, coworking, fitness center and pool. A vertical film for social. A complete multifamily branding kit for a tower that wanted to be noticed for its taste rather than its volume.

Services on this project: real estate branding for the identity and leasing print; 3D interior rendering of the amenities; 3D animation for the film.

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