Working for the Miami HEAT doesn't always mean ball is life. The creative team not only facilitates the NBA team everyone knows and loves (or hates), but also the five outlying brands under the HEAT Group umbrella. 601 became one of those brands in 2016 and the restaurant-meets-event space was in need of an identity.

A sports bar, a night club, a restaurant, a venue... not just one of these things, 601 needed to work as all of these things. The brand needed to be elevated, but also affable. Premium, but still approachable. It basically needed to be everything to everyone, at any given time, on any given day.

ROLE Art Direction + Design
COMPANY Miami HEAT