Brand Direction & Creative Work · Hospitality, Sports & Entertainment
Strategy through execution, led start to finish.
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.
Me. AM76 is intentionally small, which means the person you speak with at the beginning is the same person thinking about your brand, presenting the work and obsessing over the details along the way. When a project needs additional talent, developers, writers, photographers, filmmakers, 3D artists, I bring in people I trust. No mysterious handoff to a junior team you met five minutes ago.
Twenty-plus years of doing this helps. I've worked across hospitality, lifestyle, entertainment, real estate, culture and plenty of things that don't fit neatly into a category. That experience means I tend to look beyond the immediate assignment. A logo might actually be a positioning problem. A website might reveal a messaging problem. And occasionally the thing you thought you needed isn't the thing you need at all. AM76 is less about selling you deliverables and more about figuring out what will actually move the brand forward. Then making the hell out of it.
Absolutely. In fact, they're some of my favorite projects because nothing is sacred yet. I can get involved early, helping shape the idea, positioning, naming, identity, digital experience and even how the business presents itself to investors or partners. You don't need to arrive with everything figured out. That's often where I come in.
Usually pretty quickly. Once we've had an initial conversation, figured out what we're actually solving and agreed on scope, timing and budget, we can establish a start date. Sometimes that's the following week. Sometimes schedules need to align. Good work shouldn't take forever to begin, but it shouldn't start before we've asked the right questions either.
hen we talk about why. Creative work shouldn't be a game of “Here are three logos, pick your favorite.” The first direction is built from conversations, research and an agreed-upon strategy, so there should already be reasoning behind what you're seeing. If something isn't connecting, we'll figure out what's missing and push it. I'm attached to good ideas. Not my ego.
It depends on what we're making. A focused identity might take several weeks. A full brand system, website or larger engagement can take a few months. I'd rather give you an honest timeline after understanding the assignment than invent a suspiciously precise number here. One thing I don't believe in is dragging projects out for the sake of process. Momentum is good for creativity.
Yes! AM76 can lead everything from strategy, identity and digital through campaigns, content, photography, film, motion, environmental graphics and brand experiences. But I don't pretend one person is brilliant at everything. When a project calls for a specialist, I build the right team around it. You get one creative vision with the right people doing the right jobs. Which tends to work considerably better than pretending otherwise.
All the time. I can lead the creative, plug into an existing team, work alongside your agency or collaborate with developers, architects, interior designers, marketing teams and whoever else is already sitting at the table. Good ideas don't particularly care whose business card they're on. The goal is simply to make the work better.
With a conversation. Tell me what you're building, what's working, what's not, and what keeps bothering you enough that you've finally decided to do something about it. You don't need a perfectly written brief. Actually, sometimes it's more interesting when you don't have one. Bring the problem. We'll figure out the brief together.
