Fit for purpose

Role – Creative Director/Lead Designer

Between the Brownlee effect and the increasing popularity of active lifestyle sports, triathlon has enjoyed double digit growth for the last few years in the UK. British Triathlon required a brand to reflect the sport’s dynamic nature and the it’s flourishing profile, whilst delivering the gravitas a national governing body requires to attract and work effectively with both partners and sponsors.

Understanding the needs of the brand and clearly defining it’s driving principles allowed us to work together creating a visual direction, tone of voice and logo sets for all the home nations that make up the federation. A coherent visual language, application guide and brand vision document were produced, delivering a brand that can support and match the ambition of British Triathlon.