COLLATERAL CRAFTED FOR QUIET LUXURY
CLIENT: HOTEL BURG
SCOPE OF WORK
COLLATERAL DESIGN
PM Hotel Group brought us on to shift the current visuals for Hotel Burg to better reflect their evolving brand. Standing in Leesburg, Virginia’s wine and hunt country, this boutique hospitality destination is designed to reflect the style and comfort of refined living; offering luxurious accommodations alongside elevated dining and event experiences. Blending modern hospitality with the charm of its historic surroundings, Hotel Burg welcomes both travelers and the local community into a space designed for gathering, celebration, and memorable stays.
BREAKING DOWN THE BRAND
THE VISION
To take Hotel Burg’s expanding identity and translate it into a collateral suite that feels refined and timeless. With a palette featuring many hues and multiple stylistic directions, the challenge was to quickly distill the brand into its most elevated expression, making the print experience premium and creating a cohesive system that matches the upscale, editorial excellence of the hotel itself.
COLLATERAL DESIGN
We leaned into two core hues from Hotel Burg’s primary color palette—a rich dark brown and a soft, airy blue—to create a high-contrast look that has the aura of quiet luxury. Drawing from the editorial typography references in their brand guide, the suite is intentionally simple yet opulent. With an abundance of available colors, narrowing in on the right combination was essential. The chosen pairing grounds the brand while elevating its sophistication. Their signature mark and dogwood icon play as an homage to the timeless artistry of mosaic tilework. The notecard features a bespoke border built from their brand mark, while the coaster uses a two-color double border with a watermarked dogwood icon. Every piece is pared back, but never plain. Clean lines, thoughtful spacing, and refined typography lend a sense of modest luxury that syncs up with the guest experience Hotel Burg embraces.
CELEBRATING SUCCESSION
"Heraldess transformed a complex visual system into the refined, cohesive, and undeniably elevated brand we had been striving for but hadn't yet achieved. The simplicity of the final designs speaks volumes, and the restraint they showed in narrowing our palette made all the difference. The end result feels sophisticated, intentional, and completely aligned with our brand."
– Jackie Goodwin, PM Hotel Group Area Marketing Manager
