Luxury golf community and resort Above the Clouds.
McLemore rests atop Lookout Mountain in Georgia, overlooking historic McLemore Cove. Surrounded on all sides by state and national parks, historic land districts, and private land trusts, the resort features an 18-hole Rees Jones and Bill Bergin championship course, a gated residential community. A clubhouse, hotel, and conference center will arrive in the near future.
As development started, McLemore partnered with a design agency to create a brand identity. Despite several rounds of development and review, the agency wasn’t able to convey the founders’ vision.
IV Whitman, McLemore’s marketing director, reached out to me to overhaul the new brand and develop a website worthy of this unique luxury resort.
The McLemore mark is inspired by the two major cultural influences of the area: Scots-Irish settlers and native Cherokee. The mark’s positive space resembles the Celtic cross while the negative space echoes the flower of the Cherokee Chief Dogwood tree. The seamless integration of cross-cultural symbols, of the natural cycle and the eternal ideal, provide a sturdy visual anchor for the McLemore brand.