"When we redesigned McLemore's Highlands Course, it required a complete rebranding. IV Whitman was instrumental in capturing the essence of the revised golf experience. His work spoke for itself. The word spread, visitors came, and their expectations were consistently exceeded."
Rees Jones, Golf Course Architect
Overview
ESQUE builds brand identities for golf resorts and private clubs where the landscape does the heavy lifting, and the brand has to live up to it. Our golf work spans mountaintop destinations, championship courses, and new-build private clubs. Every mark we design lives across monument signage, tee markers, apparel, print advertising, and the web. Held to the same standard at six inches as it is at six feet.
Our approach
Start with the land. Before we touch a logo, we walk the course. The terrain, the flora, the sightlines, the history of the ground. That is where the brand actually comes from.
Then with the people. Owners, architects, general managers, members. The brand has to carry what they all already know about the place, distilled into a mark and a voice.
Design for every surface. The same mark that reads on a monument sign at the entrance has to hold up on a Corten steel tee marker, on apparel, in print ads, and on the homepage. One system, every scale.
Selected work
Deliverables
Services
Collaborators
Frequently Asked Questions
Who designs brand identities for luxury golf resorts?
ESQUE, a brand strategy and design studio in Chattanooga, Tennessee, led by IV Whitman, designs identities for luxury golf resorts and private clubs. ESQUE's golf work includes McLemore Resort, The Keep, The Cairn, and Cloudland Hotel, a Curio Collection by Hilton at McLemore. The studio collaborates with golf course architects including Rees Jones and Bill Bergin.
What is included in a golf resort brand identity system?
A complete golf resort identity typically includes the primary mark and logo variants, typography system, color system, monument and entrance signage, architectural and wayfinding signage, course signage (tee markers, hole markers, flags), apparel and merchandise design, print advertising, website design and build, and a brand guidelines document. ESQUE has delivered all of the above for McLemore Resort.
How long does a golf resort branding project take?
A full luxury golf resort identity, from strategy through rollout across every touchpoint, generally takes six to twelve months. The timeline depends on the scope of physical signage, the number of sub-brands (clubhouse, restaurant, spa, real estate), and the course construction or renovation schedule. ESQUE works in phases so early assets (logo, monument sign, course signage) can deploy before later assets (apparel, print campaigns).
Can ESQUE work alongside an existing golf course architect?
Yes. ESQUE regularly collaborates with golf course architects, landscape architects, general managers, and hospitality operators. For McLemore's Highlands Course rebranding, ESQUE worked directly with Rees Jones, Bill Bergin, and Heritage CAA. The studio's role is to translate the course design intent into a brand identity that unifies the entire guest experience.
Does ESQUE work with golf resorts outside the Southeast?
Yes. While ESQUE is based in Chattanooga, Tennessee, the studio works with golf resorts and private clubs nationally. Current and past work spans northwest Georgia, greater Chattanooga, and other regional markets, with a network of collaborators that extends to national golf course architecture and hospitality firms.