For this project I led the full brand development, working closely with one other designer and collaborating directly with marketing managers and suppliers to bring the entire rebrand to life across print and digital touchpoints. A core objective was to reposition the event so it felt less like an intense, traditional triathlon and more like a full day of culture, community and food that families could enjoy, whether they were racing or not.

To root the identity of the site itself, I took inspiration from the architecture of the palace, particularly the distinctive shapes found throughout its windows and doors. The repeated rectangles, arches and circles became the foundation of the visual identity.

The previous identity felt very rigid and masculine with heavy shapes, harsh tones and a strict red/white/black palette. The new direction moves internationally away from that, introducing a playful, colourful system using pink, yellow, teal and blue to reflect the energy of the day and create a brand that feels welcoming for families as well as participants.

The response of the rebrand was hugely positive, with participants and visitors noting how inviting and distinctive the new visuals looked against the backdrop of the palace grounds.

Date: 2022
Role: Lead Designer
Client: Limelight Sports