AM—76
Independent by design.
Miami, FL MIAMI

Independent creative practice of Alex Martinez. Working at the intersection of brand, digital & culture. Based in Miami. Built to move people.

Selected work / 01—13
/
Preakness Live
Preakness Live
1/ST / 01

Preakness Live

Brand Identity & Positioning
D-Nice Avo Expression
D-Nice × AVO
AVO Cigars / 02

D-Nice × AVO

Creative Direction
Carousel Club at Gulfstream Park
Carousel Club
1/ST / 03

Carousel Club

Brand Strategy & Positioning
BUBUSAN
Bubusan
Plan Do See / 04

Bubusan

Brand Strategy & Positioning
Azabu Miami Beach & Global Brand System
Azabu
Plan Do See / 05

Azabu

Brand Identity
Sanguich
Sanguich
Sanguich / 06

Sanguich

Brand Strategy & Positioning
ALMA Hotel Old San Juan PR
ALMA Hotel
Vivant Capital / 07

ALMA Hotel

Brand Strategy & Positioning
Amalia at the Lennox Hotel
Amalia
Lennox Hotels / 08

Amalia

Brand Identity
The Pembroke DC
The Pembroke
The Doyle Collection / 09

The Pembroke

Brand Strategy & Positioning
Glass & Vine Coconut Grove Miami
Glass & Vine
Grove Bay Hospitality Group / 10

Glass & Vine

Brand Identity & Exterior Signage Design
Doyle Bar DC
Doyle
The Doyle Collection / 11

Doyle

Brand Strategy & Positioning
Dj Irie
DJ Irie
Dj Irie / 12

DJ Irie

Brand Strategy & Positioning
1/ST Racing
1/ST Racing
1/ST / 13

1/ST Racing

UI/UX Design
The practice

Built through
experience.

Nearly three decades shaping brands, destinations, and digital experiences across hospitality, sport, and entertainment. Based in Miami. 

Every engagement is led directly by Alex Martinez, from strategy and brand direction through creative execution. When a project needs more, a trusted network is assembled and directed to a single vision. No unnecessary layers. No disconnected handoffs. Experienced creative leadership, first conversation to final delivery.

More about the practice

Notes & observations

All journal
Hands pressing Ctrl and Z keys

Why Most Brand Refreshes Fail Before They Begin

A brand refresh usually fails for one reason: design becomes the starting point instead of the outcome. Here’s what to fix before you rebrand.

Read the story Cave pool overlooking the sea

How Great Hotels Tell a Story Before Guests Check In

The guest experience starts weeks before arrival. How the best hotels build brand and narrative long before anyone reaches the front desk.

Read the story Hands holding a phone with light leaks

Why Beautiful Websites Still Don't Convert

A stunning website isn’t the finish line, it’s the invitation. Why beautiful design alone doesn’t convert, and what actually does.

Read the story Person in a wide-brimmed hat

Why Art Direction Is More Important Than Ever

When anyone can generate a logo or image with AI, art direction is what separates brands that last from brands that blur together.

Read the story Couple framed through elevator doors

Hotel Branding vs. Hotel Interior Design: Why the Best Hotels Need Both

They’re not the same discipline. How hotel branding and interior design work together and where each one actually begins.

Read the story Abstract portrait with light leaks

Why Every Great Project Starts with Research

Real branding starts with research long before anyone touches a logo.

Read the story