Primland Residences

The Auberge Residences are 25 perfectly appointed mountain retreats that embody the incomparable beauty and rugged elegance of Virginia’s Blue Ridge Mountains. The Estates, 26 handpicked homesites, range in size from two acres to just under five acres offer a pristine setting for extraordinary custom crafted mountain homes. These are mountain homes designed with generations in mind.

In collaboration with the Primat Family, Auberge Resorts Collection, Premier Sotheby’s, and Hart Howerton, we crafted a world for the Residences that reimagines the ownership experience for this luxurious mountain escape.

A compelling strategy, visual language, and narrative — layered, expressive, and transformative — are all designed to resonate with the minds and imaginations of Primland’s core audiences. A collection of graphic elements including the property’s iconic mountains and stars, a nod to the on-site observatory, add depth and dynamism to the visual language.

A delicate collection of native flora and fauna silhouettes inspired by a local field guide can be used as an abstract pattern or individually to root the identity system in its unique environment and infuse flexibility. 

A nature-inspired palette intentionally calls audiences back to the land. From art direction and interior activations to shaping the customer journey, the brand’s articulation across digital, print, and the built environment became the foundation for meaningful placemaking and a highly anticipated launch that engaged and delighted prospective owners, nature enthusiasts, and luxury seekers alike.