OVERVIEW
From 2012 to 2021, Miami Beach was an official Coca-Cola city — an exclusive 10-year beverage partnership (deal signed March 2012) that put a rare joint Coca-Cola + City of Miami Beach logo lockup on city property and materials. I owned the visual identity of its flagship event: tasked with redesigning the "Coca-Cola Presents Fire on the Fourth" logo — the Coke mark on top, everything else mine — then building the complete festival brand system around it: stage graphics, flyers, banners, the full environmental package, plus nearly a decade of annual event photography.
MY ROLE
Creative Director / Photographer, City of Miami Beach (2014–2025). The work was a brand partnership via the City — never direct employment by Coca-Cola. My scope: logo and identity design for Fire on the Fourth, environmental graphics, the co-branded lockup designs, and event photography.
KEY NUMBERS
• Official Coca-Cola city, Jan 2012–Dec 2021: exclusive beverage sponsor across all City-owned facilities, title sponsor of Fire on the Fourth every year
• Joint Coca-Cola + City of Miami Beach logo lockup — an arrangement few cities get
• $325K/yr sponsorship fee under the original deal; in 2021 the City walked away from a $4M 10-year renewal offer over single-use plastic (now a Pepsi city)
• Nearly a decade of annual Fire on the Fourth coverage (2014–2021): fireworks, crowds, the experience
