Paraje “La Guillermina” is a private residential complex immersed in the Sierra de Carapé, Maldonado, Uruguay. It is presented as a community space that holds a private nature reserve, which delimits lots organized according to the unique landscape. At La Guillermina, every geographic point inspires everything from residential architectural decisions to the design of amenities that could not exist anywhere else, such as the Water Pavilion-a communal space suspended over the stream that crosses the entire site.
Developed by the renowned Uruguayan studio MAPA Arquitectura, La Guillermina truly bases its decisions on nature, even preserving a natural area within the property itself, private and sheltered from the small population of neighbors who will inhabit the complex.
At Nómade, we developed the brand strategy by studying the project from a market perspective, from considering consumer trends in the ABC1 segment and analyzing competitors, to researching prestigious international cases. This process inspired branding decisions that would allow the communication to resonate as strongly as the landscape and architectural approach, working as an integrated whole.
“A Nature-Driven Life Experience” is the brand claim we developed to inspire design decisions. The art direction gives the project a quiet character, where the topography, natural space, and built environment are the core elements of the brand identity.
We also supported the client by developing specific assets such as content narratives and visuals for pitch decks aimed at attracting investors, as well as the restyling of cartography and the development of brochures to facilitate commercial relationships with potential customers from an early stage.
