Creative Direction · Copywriting · Campaign Production · Product Storytelling · Email Design

The Collection

Hand & Heritage is Rookline’s Fall/Winter 2026 collection, built around the composure, craftsmanship, and quiet confidence of golf’s past. Natural fibers, considered proportions, and traditional construction informed a collection designed to feel enduring rather than nostalgic.

My role was to develop the creative world and language surrounding the collection, then carry that vision from initial concept through production and launch.

Creative Direction & Production

I concepted, produced, and directed the collection’s studio campaign from the ground up—developing the visual direction, sourcing props and models, selecting the location, creating the shot list, and overseeing execution on set.

Alongside the campaign shoot, I organized and directed the collection’s flat-lay photography, establishing a consistent visual language for presenting individual products across ecommerce and marketing channels.

Brand & Product Storytelling

I developed the written identity of the collection, beginning with the Hand & Heritage collection abstract and extending that language down to individual products.

My work included product naming and product copy, translating construction, materials, and design details into stories that reflected Rookline’s broader point of view.

Rather than treating copy as a final layer added to finished products, the goal was to establish a consistent vocabulary around the collection—from its overarching idea to the way an individual cashmere sweater or polo was presented to the customer.

Launch & Communications

I translated the campaign into customer- and industry-facing communications, designing launch emails and writing the accompanying copy to maintain consistency between the collection imagery, product storytelling, and ecommerce experience.

For the wholesale launch, I also wrote the collection press release distributed to Rookline’s wholesale contacts, adapting the Hand & Heritage story for a trade audience while maintaining the same central positioning.

My Role

Campaign Concept · Creative Direction · Production · Art Direction · Flat-Lay Direction · Casting · Location & Prop Sourcing · Shot Lists · Collection Copy · Product Naming · Product Copywriting · Email Design & Copy · Wholesale Communications