Problem:
Triathlon New Zealand’s brand architecture and communications were very skewed towards the high performance end of the spectrum (Black & white, silver fern etc) creating an entry barrier for the casual or first time athlete.
Mission:
Develop a brand that resonated with the full spectrum of participants, from serious athletes competing nationally and internationally right through to beginners. The task was to challenge and change perceptions, make triathlon less exclusive, encourage participation and inspire personal success – whether that be high performance or completing a first event.
ClientTriathlon New ZealandServicesIdentity, logo & brand development, Brand Architecture, Brand guidelines and standards, Publication design, Event signage, Print design & management
