Company
Caddi
Designing a brand identity for the AI-Assisted Caddie that Never needs a Break
Caddi is a revolutionary company that integrates technology and practicality into the golfing experience. Perfect for beginners, experts, and tech fanatics that want to enhance every part of their experience in the course.
Their GPS-tracking golf balls are revolutionizing the game of golf by making it more accessible, enjoyable, and sustainable.
Caddi’s innovative technology ensures that you'll never lose a ball on the course again, saving golfers of all levels time and money.
They came out to us with one goal: Building a humorous but tasteful brand identity that highlighted innovation and convenience while catering to three types of golf persona
Objectives
Creating and building a full website that felt innovative while being user-friendly
What we provided
Full User Persona Descriptions
Elements & values driving the process
Accessibility: Golf shouldn't be exclusive, it should be for everyone. Caddi makes the game more accessible and enjoyable for players of all abilities.
Sustainability: Caddi offers a solution for players concerned with being more conscious about how the game can impact their surroundings.
Community: Caddi believes that by connecting golfers, we can make the game more fun and engaging. Customer service ensures every client of Caddi feels part of the community and has access to friendly and effective assistance.
Convenience: Caddi is all about making the game of golf as convenient as possible for players of all levels.
Elements we considered
- The ease of use of technology was essential to transmit to eliminate the breach between consumers and the innovation offered by Caddi.
- We considered the many possibilities of crafting graphics that had never been in social media before and ensuring cohesiveness with the website.
- Keeping a humorous touch through the brand while keeping it tasteful and engaging.
- Catering to a range of target audiences while preserving the brand’s identity.
1st Lockup
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ThreadLink’s process
Caddi is an innovative brand seeking to make technology in a beloved sport accessible and easy to understand. Humor was key to socializing the information and making it available for all levels of golfers. As we dove into the branding and design process we embraced the fun element while guiding our results through research and our verified methods.
ThreadLink’s process
Caddi is an innovative brand seeking to make technology in a beloved sport accessible and easy to understand. Humor was key to socializing the information and making it available for all levels of golfers. As we dove into the branding and design process we embraced the fun element while guiding our results through research and our verified methods.
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HEX: #F25C84
HEX: #F25C84
HEX: #F25C84
HEX: #F25C84
typography
Primary Font: Colus Regular
Primary Font: Colus Regular
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FONT NAME
A recognizable and modern image aid in making the brand feel high-end while remaining accessible with the use of colors and copy that accompany their image.
The Demographic
Serving different levels of golfing expertise and primary focus. Caddi offers a product suitable for three main personas. These customers range in their affinity towards technology and golfing experience. Caddi offers accessibility, and ease-of-use for all of them, and tends to their specific needs.
"Efficiency Seeker"
- A casual golfer who prioritizes convenience and reliability above all else.
- They are highly practical and solution-oriented.
- They value efficiency and convenience above all else.
Thinking
- The technological aspect of a product is highly valued, as long as it is easy to use or proper guidance is provided.
- They appreciate the eco-friendly aspect of the GPS-tracking golf ball, as it helps to reduce the number of lost balls on the course.
- Proper customer service is highly important and if badly provided can even be a deterrent.
"The novice"
- A new or beginner golfer who may be intimidated by the game and unsure of their abilities.
- They value a friendly, supportive, and encouraging tone of voice and a look and feel that is approachable, welcoming, and easy to understand.
- They are looking for a product and a brand that can help them navigate the complexities of the game. Customer service is vital to them.
Personas
Characteristics
- High-income level, mostly men, in corporate jobs and from wealthy backgrounds
- 20-35 years old, mostly single
- Bachelors' Degree in progress or concluded as the lowest educational level
Gains
- High-quality technological product that adjusts to both levels of expertise
- The possibility to improve their game and feel more confident in the golf course
- A solid relationship with a brand that provides the assistance they need
Pains
- Inconvenience of spending time seeking for their golf balls
- Avoidance towards feeling the stress and embarrassment of not finding the golf balls
- Lack of practicality in the golfing experience
User Persona
An innovative, yet relatable brand that exudes both accessibility and luxury. We infused a unique personality into every aspect of the brand to make it stand out and connect with the audience on a deeper level while emphasizing the cutting-edge technology of the product.
First & Last Name
Ambitious
Competitive
Detailed
Age: 24-45
Occupation: Corporate job
Status: Single/Married
Location: Clermont, FL
Tier: Serious golfer
Archetype: Performance Tracker
Biography:
Personality
- Extroverted but reserved when on the golf course.
- Analytical and competitive
- Highly organized and seeking efficiency above all
- Methodical, values data
- Makes decisions based on facts not feelings or intuition
Motivations
- Improvement and efficiency
- Highly organized and goal-oriented
- Investing in proper tools that allow for better performance
Technology
- A serious golfer who is always looking to improve their game and track their progress will invest in any technological products that help achieve that.
- Highly technological oriented persona, knows how to work with technology, and is not afraid of trying new products
- Any device that can easily connect to their smartphone is valued
- They value convenience and reliability in their tools and equipment. High-tech products are a go-to for them.
- They are willing to invest in high-quality tools and equipment to help them succeed on the course and get rid of the “searching for my ball” excuse.
Frustrations
- Time wasted on meaningless tasks
- Not having enough information to further improve their game
- Feeling that their peers are improving at a faster rate
Goals
- Having the proper tools to improve their results with useful data
- Making their golfing experience as easy and convenient as possible
- Spending less time on "wasted" activities such as seeking the golf balls after each swing
