Whitlock & Hale
A made-up American heritage label from the Rhode Island coast, laid out like the season's catalogue. It shows how a custom store can sell personalization and place, not just products.
Whitlock & Hale is a fictional brand made up by Worthy to show this kind of work. It is not a real company.
The brief
Heritage brands sell a feeling: craft, a coastline, things made to last. The brief was a store that felt like opening the season's catalogue, with personalization you can actually see before you buy.
What we built
- The page reads as a catalogue in five chapters, with a running folio in the navigation. Menu jumps turn the page to the chapter's title sheet.
- Type your initials and the monogram is embroidered stitch by stitch onto a real shirt cuff, with fill stitches generated from the letterforms.
- The monogrammed shirt rides along into the bag, so the personalization follows the customer to checkout.
- A chart of Newport harbor draws its course as you scroll, and every stop is a photograph you can shop.
- A collection of six pieces and a house section with the brand's three promises.
The signature moment
The live embroidery. Watching your own initials stitch onto the cuff is the moment that turns browsing into buying.
How it was built
Designed and hand-coded from scratch: no templates, no page builder. Fast on phones, tested on real devices and every major browser, and built so the content can be updated without breaking the design.
What it means for your business
Monogramming, engraving, custom sizing and made-to-order products all sell better when customers can see the result first. A custom store can show it instead of describing it.
More work
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