Merrimack Valley Golf Club occupies a dramatic hilltop landscape north of Boston, defined by long horizon views, changing light, and expansive terrain. While the course had an established local following, the brand no longer reflected the quality or breadth of the experience. The identity felt dated and narrowly associated with golf, underselling the club’s growing role as a destination for events, weddings, dining, and social gathering.

The repositioning focused on expanding perception. Rather than presenting the club solely through tradition or sport, the new identity frames Merrimack as a contemporary hospitality destination shaped by landscape, atmosphere, and community.

The logo reinterprets the traditional golf crest through the landscape itself. Inspired by Merrimack’s western sunset views, layered horizon lines and a radiant sunburst abstract the rolling terrain into a simplified emblem that feels atmospheric rather than ornamental. The circular structure references heritage golf insignias while remaining clean, contemporary, and highly versatile across apparel, signage, print, and event materials.

The color palette draws directly from the surrounding environment. Deep greens and earth tones reference the course itself, while a vivid orange accent captures the shifting light of sunrise and sunset across the hills. Together, the palette introduces warmth, energy, and distinction across signage, apparel, print materials, event collateral, and digital applications.

Photography extends the positioning beyond golf. Landscape imagery emphasizes openness and scale, while social moments present the club as a place for gathering, celebration, and shared experience. The resulting identity broadens the audience while maintaining the authenticity of the club’s New England character.