The logo is a combination of the innovative architecture of the building fuzed with a geometric rendition of a palm frond. The interjection on the right hand side of the logo represents Second Story's famous outdoor balcony while also providing an urbanized rendition of the palm frond. 
There are plenty of night life options in Miami so any new club needs to stand out. The electric nature of this design initially captivates guests. The professional polish of the brand stands out and makes this club feel upscale (because it is). 
Neon lights and signage around the actual nightclub are used to keep this energy up. When advertisements are shown around the city, they are on digital displays to ensure that potential guests get a taste of what to experience at the club. 
Gallery
Interactive Prototype
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