Personal Hospitality Brand Concept

Amíra

My own working concept for what a luxury micro resort in Northern Michigan could look like, created to bring together my love of design, brand building and hospitality.

Self-initiated concept Brand · Web · Motion

Brand

Immersed
in stillness

Name, palette & type

Amíra takes its name from two roots: ami, to love, and mira, to look. To love a place is to really see it. Everything else follows from that idea: colors pulled from forest, bark and lake at dusk, and type that stays quiet so the surroundings can speak.

Deep Forest

#1C2B1E

Dark Bark

#2C1A0E

Lake at Dusk

#1A2535

Ember

#3B2A1A

Golden Hour

#C8A96E

Sand

#F2EDE4

Golden Hour on Deep Forest

Amíra keycard and folio mockup

Design

Concrete
& wood

Concept renderings

Clean, modern forms in concrete and wood, with nothing added for show. Materials chosen to age well and disappear into the land. At night, the residences glow softly from within: warm light against dark water.

Website

One story,
start to finish

A single scrolling story that walks through the idea, the seasons, the residences, the stay and the design. Scroll the live site below, or open it on its own.

maxpurwin.com/amira