Preakness Live
Brand Identity & Positioning↗
D-Nice × AVO
Creative Direction↗
Carousel Club
Brand Strategy & Positioning↗
Bubusan
Brand Strategy & Positioning↗
Azabu
Brand Identity↗
Sanguich
Brand Strategy & Positioning↗
ALMA Hotel
Brand Strategy & Positioning↗
Amalia
Brand Identity↗
The Pembroke
Brand Strategy & Positioning↗
Glass & Vine
Brand Identity & Exterior Signage Design↗
Doyle
Brand Strategy & Positioning↗
DJ Irie
Brand Strategy & Positioning↗
1/ST Racing
UI/UX Design↗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 ↗
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.
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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.
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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.
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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.
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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.
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Why Every Great Project Starts with Research
Real branding starts with research long before anyone touches a logo.
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