The Caddie Network

Context
Caddies have the best seat in golf. They walk every hole, read every green and know the players better than anyone. Until The Caddie Network, almost nobody was telling their story. TCN covers the game through the caddie’s eyes, with features, surveys, photos and video. It also makes the case for caddying itself: the role caddies play in growing the game, the life lessons it gives young people and the education it can pay for. More than 140 professional caddies signed on at launch, including Michael Greller, Damon Green, Tim Mickelson, Jimmy Johnson and Paul Tesori.

Approach
Golf branding is full of swinging silhouettes, crossed clubs and flags on greens. We went the other way. TCN needed to stand out in golf and work across media. It also had to look like it belonged next to network brands like NBC, CBS or FOX. The mark is a custom C built from broken concentric arcs. It reads as a target, a signal going out and a network connecting people, all in one shape. Paired with a heavy, extended wordmark in a clean blue, black and white palette, the identity feels timeless, broadcast-ready and built to scale.