Noë & Associates created the branding, positioning, creative concept and design for Centre Magazine—the magazine for Swire’s flagship mixed-use development in Miami’s Brickell City Centre. A project which is totally revitalising the area with hotels, residences, commercial and retail spaces. Working with our partners at Surface Magazine and Surface Studio, the magazine is the key positioning piece to launch the project in Miami and beyond. A perfect balance of culture, architecture, design, fashion and lifestyle the magazine positions Brickell City Centre as a true curator of taste and what is going on in a very busy Miami market. Centre’s first issue featured four different NASA photographs of the Earth, each with different-coloured foil finishes.

“Swire’s aspiration for the magazine is to bring new content to the publishing arena that represents the new Miami—a city at the forefront of the international stage and a leading hub for culture, fashion and glamour.”

Centre Magazine was designed to create a voice in Miami that would cover culture, fashion, art and design in a new, intelligent way—positioning Brickell City Centre at the heart of everything going on. The Centre word marque is always set in Scotch Modern Display, all caps. Naturally, the location of the logotype is horizontally centred to each unique format.

“The greatest luxury of all that we have in this frenetic digital age is time and space. What better way to explore that idea than through the universe?”

“On every page, we endeavor to present something new to you—something that has inspired us, allowing us to take the next steps in our own pursuit of progress. On a more personal level, I hope you see Centre as I do: a reminder to keep looking up, pushing your limits and creating your own realities.”

Gabellini Sheppard Associates is an architecture and interior design practice that concentrates experiential and functional value to create spaces of elevated simplicity. The work of the New York-based firm, founded in 1991, is distinguished by a sculptural finesse of the elements of space, light, and material. Mediating between needs and desires, Gabellini Sheppard Associates designs each environment as a frame through which perception is heightened and the quality of use enhanced. Profound simplicity results from a careful process of editing and layering that intensifies rather than subtracts. This ethos of editing and layering was Noë & Associates’ inspiration behind the new brand identity, typeface and website for the firm.

“Light, air, sound. In every space it is how you embrace those things.”

Key components of the brand DNA established for Gabellini Sheppard were purity, humanism, light and openness. The specially developed Gabellini Roman typeface focuses on the modernization of the letterforms of the original ‘Roman Capital Letters’. The Humanistic style of the letters, combined with the elemental geometry of the shapes, creates a balanced language which reflects the Gabellini Sheppard approach. The openness and the lightness were then communicated through both the materiality of all printed materials and the transitions and interactions on the website.