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While VP Creative at Saturday Brand Communications, we were approached by the developers of a high-end, environmentally responsible mountaintop resort called Primland. Primland needed literally everything: basic identity, packaging for gift cards and soaps, identity on bath towels and wayfinding, golf maps and scorecards, multiple restaurant names, logos and menus, all grand opening marketing, plus the general brand direction and advertising. It was a daunting task, especially as Saturday was a boutique agency, but the promise of staying at this lux, remote, LEEDS-certified gem and doing a photoshoot made it all worth it.
Art direction, design and copy.
Environmental responsibility had to be on our minds as we designed. So we were always considering papers, inks and sourcing of things like pens and identity badges. A really intersting outcome was that I wanted a waterproof golf map but coatings are not super 'green', so with some searching we found a foldable, totally waterproof medium that was made out of stone. Yep. You never know til you try.
In addition to the grand opening event, we helped Primland promote a February special for Valentines Day. Primland had Elements, a top-flight restaurant, high-end spa, and the entire lodge had a sense of European romance about it. It also had its own observatory—appropriate for the star-filled sky a mountop location offers. Our photography shoot captured well over 1000 images, hundreds of selects, from food and wine to golf and ATVs to architectural details. A true paradise for an art director .. or anyone!
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