Linda Melzani Hitchenor has used her passion for design to create the latest TaylorMade Golf Staff bag which will debut on the Old Course at St Andrews this week
Major weeks, provide major opportunities for brands to showcase their commitment to their players and the venues that host them. The most notable is the unveiling of the staff bags that caddies will carry throughout the tournament.
The final women’s Major of the season coming to the Home of Golf provides a perfect opportunity to blend golf bag design with the heritage that is steeped into every part of St Andrews, from the Old Course to the Royal and Ancient Golf Club, from Scottish traditions to the people who shaped the game of golf.
This is what makes the TaylorMade Golf British Open collection so special. Not only that, this bag and accessories were designed here in the UK at TaylorMade Golf Europe HQ by their in-house graphic designer Linda Melzani Hitchenor.
We spoke to Linda ahead of the launch to find out a bit more about her background, how she came to be asked to design this staff bag and the design process involved.
A career in graphic design
Linda’s path to becoming a graphic designer at TaylorMade is as unique as it is inspiring. Growing up in Italy, she nurtured a love for design from a young age, eventually studying the craft in Milan and Sydney, Australia. Her career began in Milan, where she worked agency-side, handling design projects for prominent clients in the education and finance sectors. However, her love for London eventually brought her to the UK in 2010. Here, she began her journey in the sports industry, landing her first job with TaylorMade adidas Golf when the two companies were still under one roof.
Linda’s career with TaylorMade has been long-standing, with only a brief hiatus during which she explored other sports-related design opportunities. On returning to TaylorMade, she helped to build an in-house graphic design department, a move that marked a significant progression in her career.
Since 2017, Linda has focused exclusively on TaylorMade, where she works closely with the marketing and product teams. Her role involves creating a wide range of designs, from media kits and digital assets to bespoke retail graphics. Linda’s work requires not just creativity but also cultural sensitivity, as she tailors designs to resonate with different markets across Europe. Her expertise has now extended to designing golf bags for major tournaments, a task that has allowed her to leave a significant mark on the industry.
The design process for the TaylorMade Golf Women’s British Open staff bag
One of Linda’s most notable projects is the design of the Women’s British Open TaylorMade staff bag for St Andrews, a project she began working on two years ago. The opportunity to design a bag for the Women's Open, especially one held at such a historic venue, was a dream come true for Linda. The project was not just a professional challenge but a personal triumph, allowing her to combine her love for design with her appreciation for history.
The design process began with extensive research into the rich history of St Andrews and its significance in the world of golf. Linda was particularly inspired by the club’s pioneering role in women’s golf, being the first in the world to allow women to play. The historical connection to figures like Mary, Queen of Scots, one of the earliest female golfers, provided rich material for her design. Linda’s design incorporated subtle yet meaningful details, or "Easter eggs," that reference both the historical and contemporary significance of St Andrews, such as the fact that Prince William and Kate Middleton met at the university there.
The creative process involved several stages, starting with the collection of historical facts and powerful imagery, which Linda and her team used to create a mood board that set the style for the bag. The challenge was to capture the essence of St Andrews while also ensuring the design resonated with a European audience. Linda crafted four different concepts before the final design was selected, a process that involved meticulous attention to detail, including the layout of the bag’s unique shapes and pockets, as well as the design of the lining.
The design work was primarily digital, taking inspiration from existing paintings and landmarks, which Linda then reinterpreted using digital tools. This approach marked a shift from her earlier projects, which often involved more hand-drawing before being digitised.
Final product and impact
The final product, the TaylorMade Golf Women’s British Open staff bag, represents a significant milestone for Linda and the European team, as it is the first fully designed bag created by them. The design, with its careful balance of femininity and elegance, is intended to appeal to both women and men, avoiding stereotypical "girly" elements while still being unmistakably feminine. The TaylorMade script logo on the bag, for example, is a more delicate, script-style font chosen to appeal to a female audience without being overly feminine.
Linda is hopeful that the bag will resonate with both players and spectators when it debuts at the final Major of the season. Although she acknowledges that it is impossible to please everyone, she is confident that the design will be well-received, especially by women who appreciate the thoughtful balance of design elements. The project also highlights the importance of having women in design roles, particularly in industries like golf, where female perspectives can bring a fresh and relevant approach to the design process.
The TaylorMade Golf Women's British Open Staff bag for St. Andrews is not just a product of Linda’s creative talent but also a celebration of women’s contributions to the sport, making it a fitting tribute to the Major being played at such a historic venue.
Find out more about the TaylorMade Golf Women's British Open Staff bag and accessories via the TaylorMade Golf website.
WIN: A Limited Edition TaylorMade Golf Women's British Open Staff bag and accessories - enter here.
