DUA MIAMI, AUTOGRAPH COLLECTION
Dua Miami Brickell, Autograph Collection by Marriott is a luxury lifestyle hotel designed to capture the rhythm of Miami’s most dynamic neighborhood. Positioned at the intersection of sophistication and energy, the brand invites guests into an experience that feels both deeply personal and socially electric. Dua offers you an environment unlike any other, where individual satisfaction and shared joy converge in a dance that truly captures the unique spirit of Brickell.
OUR SERVICES
BRAND STRATEGY
Target Audience / Competitive Analysis / Location Study / Perceptual Map / Naming
BRAND ARCHITECTURE
Brand Concept / Story / Pillars / Personality / Activations / Voice / Copywriting / Design + Development of The Mark (Autograph’s signature experience)
VISUAL IDENTITY
Logo Suite / Color Palette & Textures / Typography / Photography Direction / Signage / Collateral
THE CHALLENGE
STANDING OUT IN MIAMI
Brickell is saturated with luxury hotels that lean either overly corporate or superficially lifestyle-driven. The opportunity was to create a brand that could stand apart…one that felt emotionally resonant, culturally immersive, and distinctly alive. Dua needed to attract a discerning, global guest while also becoming a social anchor within the neighborhood.
THE CONCEPT
THE ANTIDOTE TO PASSIVE LUXURY
Rooted in the meaning of “Dua” (to love and to desire), the brand is built on the tension between personal indulgence and human connection. The experience is designed as a constant interplay between private moments and shared energy, allowing guests to move fluidly between the two. Rather than passive luxury, Dua delivers curated, expressive experiences that invite participation, discovery, and delight. Every touchpoint reinforces this duality, creating a stay that feels both intimate and expansive.
VISUAL LANGUAGE
A DANCE OF LOVE & DESIRE
The visual identity reflects a balance of refinement and vibrancy, pairing clean, modern forms with expressive accents inspired by Miami’s fashion-obsessed pulse. A kaleidoscope of vibrant colors and rich tones gives the aesthetic bold energy, while abstract shapes, patterns, and dramatic textures introduce movement and intrigue. Typography blends contemporary clarity with vivid elegance, creating a system that feels high-end, boutique, and fashion-forward. The result is a sensory aesthetic that mirrors the brand’s core idea…structured, yet alive with energy.