Belmont Hill Club Brand Strategy

Belmont Hill Club (BHC) wanted to avoid the usual crossed tennis racquets and show its growing facilities and grounds. Club members noticed the red-tailed hawks that circle the property, so a perched hawk became the central motif. Simple geometric shapes form the hawk, shown perched and watching the grounds. The new mark was applied to a redesigned website, online communications, and team apparel—winter hats, vests, performance jackets and pullovers, staff attire, and summer caps and visors.