Restoring The National Hotel Miami Beach to Prominence

The National Hotel Miami Beach is an iconic boutique hotel and Art Deco masterpiece for guests who want to see and experience a true work-of-art delivered with personalized service and a retro-vibe.

A recent renovation had prevented The National from operating at full capacity and firmly establishing itself among the leading luxury boutique hotels in South Beach. As renovations were completed, the hotel’s leadership enlisted OBR to assist them in returning the hotel to prominence.

We began by helping The National improve its branding and better communicate its identity to the marketplace by delivering an updated set of branding guidelines and visual asset recommendations. We also assisted in aligning the hotel’s programming and guest experience to The National’s positioning, which is to deliver the perfect blend of vintage and modern. These recommendations helped The National better utilize its public spaces to generate higher on-property revenues.

Once The National’s identity and experience were clarified and aligned, OBR focused on public relations and promotional activities to generate attention for hotel programs and attract media coverage. This included helping the hotel secure the popular DJ Irie weekend and promote major events to coincide with Art Basel, Swim Week, the White Party, the Winter Music Conference and the Fourth of July.

These efforts have helped create a significant increase in positive media coverage, programming and occupancy levels. Accordingly, The National is now returning to its rightful place as a premier hotel in South Beach.


  • Identity
  • Storytelling
  • Visibility


  • Brand Development
  • Visual Identity
  • Guest Experience and Programming
  • Public Relations
  • Promotions