Miami-Dade Parks and Recreation wished to undergo a rebrand and build a campaign that opened the minds of both tourists and locals alike. Miami is more than just the beaches and parties you see on tv, the parks department is full of golf courses, marinas, zoos, and community parks up for exploration. The branding needed to create one overarching archetype (Miami-Dade Parks) that can then be broken down into the the following sub brands (the individual parks.) The following are three branding concepts presented to the parks department.