Matchstic | Lazul | Giving a neighborhood gem some polish

Year:: 2019
Industry:: Real Estate

(Services)

Intro

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.

This colorful community first needed a name interesting enough to appeal to a diverse range of residents, without sounding cliché.

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.

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.

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.