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.
Building the Brand
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 mark
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.
“Working with Chris Enter was one of those rare, collaborative efforts. We entered each of our projects with a clear concept in mind and defined our objectives. Chris listened patiently and respectfully, brought our ideas to life quickly and professionally, and accepted feedback with an open mind. There was none of that “I’m the creative and you’re the client” nonsense. We felt like we were on the same team and welcome any opportunity to work with Chris again. No question.”
