Diesel Wynwood
Live on your own terms

Lyst's top-ten fashion iconic brand Diesel commissioned us to deliver an audacious, irreverent, rebellious, courageous, unconventional, paradigm-shifting, and eco-conscious brand for their first building in Miami’s art-centric District.

Client: Diesel Living
Year: 2021
Country: USA
Sector: Real Estate & Hospitality
Agency: Innovart

Brand Positioning
Visual Identity
Verbal Identity
Motion Behavior
Brand Applications

The Challenge

The main requirement was to deliver an audacious, unconventional, irreverent, rebellious, courageous, iconic, paradigm-shifting, and eco-conscious brand to shift the way of life in the heart of Miami’s art-centric Wynwood District.

The architects developed an unapologetic architecture, meeting playful design inside this distinctive addition to Wynwood’s core. This bold new building reflects the industrial history of Miami’s artistic and cultural epicenter embracing the visual audacity of the vivid murals that put Wynwood on the map and we needed to reflect all these attributes in the brand ecosystem.

What we did

The first thing to do was highlighting the client that the most recognizable and iconic element was already there in the building itself, the steel pillars and the neon structural beams form an iconic symbol that highlights the building’s uniqueness and gives a glimpse into the unconventional design found within.

After defining the key identifyer, we built a comprehensive ecosystem using the neon lines as a miscelanea in many different ways and across many platforms and media.

We played with elements of the fashion industry and the architectural space to create a blend between both worlds, presenting floor plans as S, M, L, and XL, or using jean tags as graphic elements.

The yellow color was selected to be one of the hero elements of the visual identity, carrying the bold and brave spirit of the project.

The neon-lined device performs across all the brand implementations as the hero element, unifying different communication areas, and becoming an icon that represents both the building features, the neighborhood vibes, and the unapologetic Diesel ethos.

“It reflects the lifestyle of today’s young generations,
moving around the world and living life on their own terms”
— Renzo Rosso, Diesel Founder