You've stumbled upon a gem.
A Florida-based development company partnered with us to brand a new place in one of Miami Beach’s transitioning neighborhoods. Sitting between Fort Lauderdale and Miami proper, this area is rich with history and primed for a high-end rental option like no other.
![16 Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1021_crop_center-center_none/16_Lazul_3000.jpg)
This colorful community first needed a name interesting enough to appeal to a diverse range of residents, without sounding cliché.
![Lazul Brandmark](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/Lazul_Brandmark.png)
We came up with Lazul, a play on lapis lazuli, a bright blue gemstone symbolizing royalty, honor, wisdom and truth. Completely unique and curious-sounding, this name felt like a great solution for standing out and attracting people from all walks of life.
![02 Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/02_Lazul_3000_190703_151422.jpg)
![07 Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/07_Lazul_3000.jpg)
![04 Lazul 1500](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/04_Lazul_1500.jpg)
Like the lapis lazuli stone, weighty, chiseled letterforms are fashioned into a custom logotype. A framed variation is intended to create a sense of permanence to the placemaking project, like a bronze plaque at the entry of an old building.
![05 Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/05_Lazul_3000.jpg)
![30 Lazul 1500](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/30_Lazul_1500.jpg)
![26 Lazul 1500](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/26_Lazul_1500.png)
![27 Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x720_crop_center-center_none/27_Lazul_3000.png)
![01 Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/01_Lazul_3000.jpg)
Our namesake’s deep, rich blue color was the starting point for the identity design: a colorful, gold-leafed, patterned representation of a new—and unexpected—North Miami Beach.
![Lazul 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/Lazul_3000_190716_171304.jpg)
![25 Lazul 1500](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/25_Lazul_1500.png)
![28 Lazul 1500](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/28_Lazul_1500.png)
Fun yet flexible, Lazul’s identity brings a fresh, breezy energy to North Miami Beach.