I get asked all the time, “What is it that Yo Miami does exactly?” and it took a long time to have a satisfactory answer. What made it all the more frustrating was that I knew a company needs an identity in order to grow. Eventually a phrase from a magazine article jumped out and things almost audibly clicked into place: Ecosystem.
“Everything in the natural world is connected. An ecosystem is a community of living and non-living things that work together. Ecosystems have no particular size.”
The more I read, with every line I was more certain that I’d found the word that best summed up the entirety of what I was trying to create with Yo Miami.
“An ecosystem can be as large as a desert or a lake or as small as a tree or a puddle. If you have a terrarium, that is an artificial ecosystem. The water, water temperature, plants, animals, air, light and soil all work together. If there isn’t enough light or water or if the soil doesn’t have the right nutrients, the plants will die. If the plants die, animals that depend on them will die. If the animals that depend on the plants die, any animals that depends on those animals will die. Ecosystems in nature work the same way. All the parts work together to make a balanced system.”