Rebekah Alexander

Centennial Celebrations

100 Years of Hillendale

To celebrate its centennial anniversary, Hillendale Country Club in Baltimore County redefined it’s brand voice for a new era. The club needed to come across both prestigious and playful, attracting both the blue-bloods that make up their bread and butter, but without isolating the families that carry on the traditions of the Community hotspot into the next generation.

The Rebrand

Gaining its membership through word-of-mouth reputation, a cohesive brand was never of importance. However, when their antiquated website failed to function as needed to both attract and service current clients, they needed a change.

I provided art direction for this shift. Built on a former sheep farm, I paid homage to the club’s pre-history with my illustration choices on the stationary suite. Working with developers on the website over the course of six months, I assured that the final product catered to every kind of user with the level of attentive service they’d be accustomed to at the club.

The result was a brand that reflected the mission of the club – to be a connection launch pad, for both childhood best friends bonding over swimming lessons & business associates making deals over golf.