Villa Mira

Context & objective

Villa Mira is a self-initiated AutentiID concept: an imaginary retreat in the Versilia hills, between sea and nature, born as a design exercise to portray refined countryside hospitality, far from both ostentatious luxury and cliché rustic style.

Define a complete digital identity (symbol, palette, typefaces and tone of voice) plus a concept homepage that lets the whole beauty of the property shine through: panoramic pool, charm rooms, local cuisine, nature and animals.

The problem

Countryside hospitality is almost always told through two opposite extremes: glossy luxury aesthetics or rustic farmhouse imagery. A credible middle way was missing: refined yet authentic, contemporary yet rooted in its place.

Strategic approach

• Creative direction and visual concept: an imagery of hills, olive groves and sunset light
• Visual identity and art direction: an engraved serif logotype with a forest green, ivory, sand, mauve and plum palette
• Web design and UX/UI: an immersive homepage with a panoramic hero and clear paths to rooms, services and experiences
• Digital communication strategy: editorial payoffs, social cards and ad concepts coherent with the brand tone

Solution & deliverables

A coherent visual and verbal system: the claim “Nature, comfort and beauty” runs through the homepage, the desktop and mobile mockups, the social cards and the printed applications. The concept homepage opens with the pool at sunset and organises the offer into four experiences (panoramic pool, charm rooms, local cuisine, nature and animals) with essential navigation and an always-reachable booking CTA.

• — Visual concept and art-direction moodboard
• — Visual identity: logotype, palette and typefaces (Playfair Display for titles, Montserrat for body text)
• — Desktop and mobile homepage mockups of the concept site
• — Editorial concepts for social media and ad campaigns
• — Experience icon system and brand applications