Boston
Common Golf
Services
Project Information
When Fenway Sports Group launched Boston Common into TGL, they weren’t just adding another team — they were creating a new kind of golf franchise rooted in community and tech. The brief was a paradox: build something steeped in Boston’s legacy, but alive to the future. We partnered from day one, acting as thought architects, pulling inspiration from Boston Common, Frog Pond, and the city’s collective spirit to help name, brand, and animate a team that could feel accessible, modern, and deeply local.
The result is a brand system that flexes beautifully across broadcast, apparel, digital, and fan touchpoints. The Bullfrog logo — chest puffed, merging into a golf-ball form — is a visual anchor. “Common Green,” Earth White, Navy, and a pop of Boston Volt bring emotional balance. The wordmark nods to city signage; alternate marks and badge motifs expand the ecosystem. As the brand rolled out, the design earned praise for its clarity and character, and more than that, it helped Boston Common Golf land with legitimacy from Day One.
