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With the “We Know Because We Play” platform, Something Different (SD) helped establish startup Rookline as a brand that feels like it was made by golfers, for golfers. By infusing the language, rituals, and nuances of the sport into every brand touchpoint, we ensured Rookline’s identity resonated authentically with the golf community—because passion like this can’t be faked.
Golfers are passionate, obsessive, and deeply loyal to brands that reflect their connection to the game. Rookline, a new golf apparel company, needed more than just eye-catching creative—they needed a brand identity that felt credible and earned the trust of serious players. Breaking into a crowded market dominated by legacy brands meant finding a distinct voice and visual identity that could stand apart while still feeling undeniably part of the golf world. Enter SD.
SD knew authenticity was key. We tapped into our own love for the game to build Rookline’s brand identity from the inside out—crafting a voice, tone, and aesthetic that felt like it was designed by golfers, for golfers. The “We Know Because We Play” platform became the foundation for everything from logo design and visual language to product naming, packaging, and campaign messaging.
Clever lines like “For those who know a fried egg has nothing to do with breakfast” and “If your favorite thing from Texas is its wedge, you’re one of us” reinforced the brand’s insider tone. This commitment to authenticity turned Rookline from just another apparel company into a trusted member of the golf community and a brand that doesn’t just sell gear, but embodies the culture and camaraderie of the game.
By speaking directly to golfers' passion and pride, Rookline earned its place on the course and in the clubhouse as a brand that truly gets it.
The brand has just launched and response has been very good. It is too early to tally the full metrics but so far it is exceeding expectations.
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LBBOnline
