Merrimack Valley Golf Club

Rebranding a storied New England golf course into a vibrant, contemporary destination

Set atop rolling Massachusetts hills with sweeping horizon views, Merrimack Valley Golf Club sought a refreshed brand that honored its legacy while positioning it for a new era of events, membership, and hospitality. The goal was to capture the spirit of the course—expansive, scenic, relaxed—and translate it into an identity that felt both modern and rooted in tradition.

Client
Merrimack Valley Golf Club
Industry
Hospitality / Recreation / Private Clubs
Scope of Work
Brand Strategy, Brand Identity, Collateral, Advertising, Photography, Signage

Merrimack Valley Golf Club embroidered crest on green polo shirt

Golf course aerial showing rolling hills and tree-lined fairways on cover of Merrimack Valley brochure held in man's hand

The Challenge

The club’s existing branding no longer reflected the quality of its course, clubhouse, or guest experience.

The opportunity was to elevate the perception of Merrimack Valley Golf Club—moving it from a local favorite to a polished, destination-worthy venue for golf outings, weddings, and private events.

The brand needed to feel welcoming, classic, and distinctly New England, while also working seamlessly across merchandise, signage, and marketing.

The Solution

We created a modern heritage identity centered around a circular crest—an emblem inspired by traditional golf insignias, but simplified for timeless clarity.

Warm earth tones, deep greens, and an energetic orange accent reflect the landscape’s palette at sunrise and sunset. Typography combines classic serif elegance with approachable, contemporary detailing.

Photography emphasized the course’s dramatic terrain and serene water features, while event collateral showcased its versatility as both a sporting and social venue. From apparel and hats to flags, scorecards, and invitations, the unified identity brought new energy to every touchpoint and strengthened the club’s presence across all audiences.

Inspired by the stunning sunsets over the golf course, the logo and color palette embody the club’s serene elegance and natural beauty.

Serif typography system for Merrimack Valley identity

Serif typography system for Merrimack Valley identity

An elegant serif paired with a clean supporting typeface creates a balance of tradition and approachability throughout the brand.

A rich mix of greens, warm ochres, and bright orange reflects the natural beauty of the course and brings vibrancy to merchandise and signage.

merrimack valley golf club business card in gold on white table

Golf umbrella with branded crest design

merrimack valley golf club man with hat vertical

Custom apparel embroidered with the crest elevates the member experience.

Sunset view across golf course landscape

Dave Desroches’ stunning photography captures the golf course in its best light—glowing sunsets, sweeping fairways, and the quiet elegance of the landscape.

Water feature on Merrimack Valley fairway

merrimack valley golf club ad with golf club

merrimack valley golf ad

We positioned MVGC as a full-service resort, leveraging its diverse spaces—from ballroom to boardroom—to attract weddings, events, and everyday escapes beyond the course.

Wedding/event book displaying photography and layout

Printed materials blend golf heritage with contemporary design.

merrimack valley golf club brochure spread close up

On-course signage and flags bring brand consistency to the full property.

Merrimack Club house

merrimack valley golf club ipad and iphone with folder

The Results

The rebrand elevated Merrimack Valley Golf Club’s image and expanded its appeal.

The new identity boosted recognition, improving event marketing, and creating a cohesive, premium visual experience for members and guests.

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