SiriusXM Miami Studio Launch | Experiential & Environmental Design | Abby Blank Design | Brand Identity & Experiential Design

SiriusXM Miami Studio Launch LED Floating Billboard | Abby Blank Design | New York

Launching a broadcast hub as a cultural destination.

Opening a new studio in Miami isn't just a facilities announcement — it's a statement about who SiriusXM is and where the brand is going. The visual direction had to do two things at once: feel unmistakably Miami, and feel unmistakably SiriusXM.

I developed the full design system for the launch: concept, visual language and production across every touchpoint. Drawing from Miami's tropical palette, nightlife culture and the city's layered cultural identity, the direction uses saturated gradients, fluid movement and energetic compositions to give the studio its own distinct personality within the broader SiriusXM brand.

The identity extended from the digital launch evite and social campaign through to environmental design, a custom LED mobile billboard on the streets of South Beach and the launch event itself — where the space hosted artists including Pitbull, the Jonas Brothers and DJ Mau P. The design wasn't just promoting the studio; it was setting the tone for everything that would happen inside it.

MY ROLE
Lead Designer

Copy:
Mike Draper

PROJECT TYPE
Marketing
Digital
Campaign Design
Environmental Design
Experiential Design

PROGRAMS
Photoshop
Illustrator
InDesign

A New Home for Sound

Design Decisions

Instead of bringing SiriusXM’s look to Miami, I flipped it. I let Miami’s colors, energy and culture shape a campaign that feels true to the city.
The LED mobile billboard had to be readable at speed, from a distance on a moving vehicle. That need drove the campaign’s bold visuals.
The same visual system that appeared in social and OOH had to translate into the physical launch event space; so the design was built for dimensional application from the start.