Rough, Around the Edges:

Redefining the Modern Golf Trip Across Scotland

Some golf trips are about scorecards and etiquette. Rough was never going to be one of those.

Created in partnership with Land of Ride and Marine & Lawn, Rough was built around a different idea — that golf should feel less like a ritual and more like a road trip. A celebration of the game’s roots, its landscapes, and the laughter that happens between tee shots.

A Journey Through the Home of Golf

The trip took us on a winding journey from North Berwick to St Andrews to Dornoch — a route that reads like a love letter to Scottish golf. But this wasn’t a polished tour of manicured fairways. It was windblown hair, sand in your shoes, and a flask shared on the 10th tee.

Each stop had its own rhythm: the raw, salt-air charm of North Berwick and Gullane Hill, a course so old no one knows who designed it; the mythic aura of St Andrews; the wild, rugged beauty of Dornoch, the highland mountains whispering in the distance. We weren’t just filming courses — we were capturing the pure character and charm of Scotland.

Branding the Spirit, Not the Score

When it came to building the visual identity for Rough, we knew it couldn’t feel traditional. Golf’s visual language has been neat, pressed, and polite for too long. Rough needed to be the opposite — imperfect, honest, human.

We leaned into texture and tone: playful typography, muted palettes, and imagery that felt lived-in, not posed. Think grain, motion blur, laughter mid-swing. The brand identity wasn’t designed to sell a product — it was designed to tell a feeling.

Rough had to look like the trip felt: spontaneous, unfiltered, and a little windswept around the edges.

More Ride Than Rules

Working with Land of Ride brought a sense of rhythm — a flow between golf and the journey itself. Land of Ride are experts at curating the type of trips where you meet life-long friends, in the world’s most epic places. So the moments between rounds became just as important as the rounds themselves. Roadside cafés. Late-night pints. Music through tinny speakers in the Defenders.

This wasn’t about “gentlemen of the game” — it was about mates on an adventure through golf’s most iconic landscapes. And Marine & Lawn added that thread of comfort and hospitality that kept the chaos grounded. A place to dry off, warm up, and laugh about the day’s disasters.

A Brand That Breathes

At its core, Rough is about what golf really means when you strip away the pretense. It’s not about formality or status — it’s about connection. Between friends, between courses, between the land and the people who play on it.

The creative direction, the branding, and the imagery all work to tell that story: the one where golf is felt, not performed. Where the shots that miss the fairway matter just as much as the ones that find it.

Because the best rounds aren’t always the tidiest.
Sometimes, they’re the ones where you find the rough.