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MIAMI MARLINS /

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Assessment /
Research /
Strategy /
Positioning /
Identity /
Messaging /
Media Planning /
Advertising /
Web /
Social Media /

Assessment / Research / Strategy / Positioning / Identity / Messaging / Media Planning / Advertising / Web / Social Media /

The Project

Prior to their move to the new Marlins Ballpark, the then Florida Marlins wanted to re-energize their fan-base with a new logo, team colors and uniforms. Marlins’ leadership sought to make a splash with their new identity—a bold expression befitting of a lively, new stadium.

How We Won the Heart

Building off the momentum of the team’s name change to the “Miami Marlins,” we infused the team’s new logo, uniforms and all associated sales collateral with the unrivaled flair and spirit of Miami’s culture. Inspired by Little Havana and Miami’s renown nightlife, the resulting identity suite featured a vibrant color palette to mimic the sun, surf and lively Miami lifestyle. In a traditionally conservative sport, the new Marlins’ identity truly stood out and effectively embraced and encapsulated the team’s effervescent home.

“This is a lively and energetic city with a great flair for the contemporary. SME captured that flair and the spirit of the Miami lifestyle in a beautiful and different way.”

— Jeffrey Loria, Owner — Miami Marlins

“This is a lively and energetic city with a great flair for the contemporary. SME captured that flair and the spirit of the Miami lifestyle in a beautiful and different way.”

— Jeffrey Loria, Owner — Miami Marlins

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