Murphy Flats

overview

Murphy Flats is a modern residential development in Moab, Utah built for people who want to live the adventure, not just visit it. They needed a brand and website that spoke directly to permanent buyers and drove real demand for a true desert basecamp.

We developed a design system pulled straight from the surrounding landscape, using deep desert reds, heritage-inspired typography, and mesa silhouettes to create a visual identity that feels bold without being inaccessible. From there, we built a website that tells a genuine story about life in Moab rather than selling a postcard, making it effortless for visitors to explore and take the next step. The result sold 33 of the 36 available units right out of the gate.