Doral Design District

WHAT’S IN A NAME

Originally the area was to be re-branded the Tile & Marble District, however we believed that this name was too restrictive and did not reflect the complete vision of the future for the area. We recommended to the City and it’s stakeholders that they re-brand the region as the Doral Design District, a more inclusive name for the wide variety of current and future business, cultural and residential activities envisioned for the area. Stylistically, the new branding that we developed for the district pays homage to the region’s long tile and marble history. The typeface is a traditional serif font reminiscent of the letter forms the ancient Romans carved into marble facades. 

CREATING THE VISION

The vision for the new district was to expand beyond the existing commercial infrastructure, and to develop a thriving arts district with distinct entertainment, residential, retail, and cultural attributes. To better define the concept, we divided the district into several named quarters that are each zoned for different uses and activities. This approach allowed us to ‘sub-brand’ different regions within the district, which allows for more targeted marketing and promotion as well as regional identity and wayfinding. This was not only a practical approach to land use, it eased concerns of local stakeholders that their existing informal identities would be preserved. 

DEFINING THE DISTRICT

Through a series of public workshops, the team presented several alternative design motifs for future architecture, streetscapes and wayfinding. Ultimately, the City selected a Spanish Mediterranean theme as the preferred vision for the new district. In keeping with the chosen motif, we created a set of comprehensive visual guidelines depicting the primary elements of a new district-wide wayfinding system. We proposed monumental identity signs that define the primary gateways into the district; a cohesive system of vehicular and pedestrian signage that will guide visitors to public destinations and parking; and a branded street banner program. Our final guidelines include budget fabrication estimates to help the City plan for future implementation.