Founded in 1873, Coconut Grove is Miami’s oldest neighborhood—in fact, six years older than Miami itself. A verdant, tropical village perched on the shores of Biscayne Bay, it has long been a haven for the eclectic, artsy and bohemian set. Its natural environment has attracted a certain kind of personality and in doing so, has created the unique and authentic culture that forms “the Grove” as we know it.
Despite being annexed by the City of Miami in 1925, Coconut Grove has maintained a strong sense of community and a unique identity, distinctly apart from the City of Miami. And despite its central location, Coconut Grove’s waterfront setting remains separate both physically and philosophically from the rest of the city.
We were tasked by the Coconut Grove community leaders to bring the Grove brand to life through a series of initiatives, beginning with a new online presence at coconutgrove.com. Starting with a new logo, we also crafted a signage refresh throughout the district, new streetscape window clings, a mass-media campaign and an integrated event marketing plan to bring all the disparate activities of the Business Improvement District together.
Coconut Grove remains one of the most unique settings in all of Florida and is the oasis of tranquility in the midst of a great bustling city where people can find a more laid back place to live, work and play on the tropical shores of Biscayne Bay. It’s not far away, but just far enough. And so we created “The Nearby Republic of Coconut Grove,” a simple way to describe the state of mind of this special place.