ROOKLINE

On the heels of Covid in 2021, there were 30 million extra rounds of golf played. The influx of new golfers caused the market to shift towards accessibility and casual weekend golfers. When a market shifts so hard one way, a natural hole opens at the other end. There were few brands focusing on obsessed golfers, the avid players who practice their swings in line at the store, lay out their polos the night before, and know the difference between Bermuda and Bentgrass. There was an opening for a brand all about the minutiae that makes golf beloved, difficult, and lifelong. This is where Rookline was born.

When it came to the visual identity, the objective was to craft it with the same precision that the sport itself demands, one that would resonate with the passionate golfer. A custom wordmark, icon, and badge comprised a suite of logos that provide flexibility across branded touch-points from expansive applications to small woven labels. A rich color palette and athletic inspired typography system round out the identity to bring this timeless, East Coast brand to life.