REBRAND FOR AN ICONIC SPORT EVENT • REBRAND FOR AN ICONIC SPORT EVENT • REBRAND FOR AN ICONIC SPORT EVENT
REBRAND FOR AN ICONIC SPORT EVENT • REBRAND FOR AN ICONIC SPORT EVENT • REBRAND FOR AN ICONIC SPORT EVENT
Blenheim Palace Triathlon is a flagship sporting event set within a UNESCO World Heritage Site. I led the full rebrand, working collaboratively to reposition the triathlon as a day of culture, community and family entertainment - not just a race.
THE CHALLENGE
The existing identity felt rigid and exclusionary, leaning heavily into traditional triathlon visuals that prioritised intensity over accessibility. The challenge was to broaden the event’s appeal while respecting the heritage of the palace and creating a flexible system that could work across print, digital and on-site environments.
THE RESULT
A playful, welcoming visual identity rooted in the architecture of Blenheim Palace itself. Shapes drawn from the palace’s windows and doors (rectangles, arches and circles) became the foundation of the system. A refreshed colour palette of pink, yellow, teal and blue replaced the previous red, white and black, introducing warmth and energy. The rebrand was rolled out across print and digital touchpoints, receiving an overwhelmingly positive response from both participants and visitors, who described the new identity as inviting, distinctive and perfectly suited to its setting.
SERVICES
BRAND DEVELOPMENT
VISUAL IDENTITY
PRINT & DIGITAL DESIGN
STAKEHOLDER COLLABORATION
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Blenheim Palace Triathlon is a flagship sporting event set within a UNESCO World Heritage Site. I led the full rebrand, working collaboratively to reposition the triathlon as a day of culture, community and family entertainment - not just a race.
THE CHALLENGE
The existing identity felt rigid and exclusionary, leaning heavily into traditional triathlon visuals that prioritised intensity over accessibility. The challenge was to broaden the event’s appeal while respecting the heritage of the palace and creating a flexible system that could work across print, digital and on-site environments.
THE RESULT
A playful, welcoming visual identity rooted in the architecture of Blenheim Palace itself. Shapes drawn from the palace’s windows and doors (rectangles, arches and circles) became the foundation of the system. A refreshed colour palette of pink, yellow, teal and blue replaced the previous red, white and black, introducing warmth and energy. The rebrand was rolled out across print and digital touchpoints, receiving an overwhelmingly positive response from both participants and visitors, who described the new identity as inviting, distinctive and perfectly suited to its setting.
SERVICES
BRAND DEVELOPMENT
VISUAL IDENTITY
PRINT & DIGITAL DESIGN
STAKEHOLDER COLLABORATION
Blenheim Palace Triathlon is a flagship sporting event set within a UNESCO World Heritage Site. I led the full rebrand, working collaboratively to reposition the triathlon as a day of culture, community and family entertainment - not just a race.
THE CHALLENGE
The existing identity felt rigid and exclusionary, leaning heavily into traditional triathlon visuals that prioritised intensity over accessibility. The challenge was to broaden the event’s appeal while respecting the heritage of the palace and creating a flexible system that could work across print, digital and on-site environments.
THE RESULT
A playful, welcoming visual identity rooted in the architecture of Blenheim Palace itself. Shapes drawn from the palace’s windows and doors (rectangles, arches and circles) became the foundation of the system. A refreshed colour palette of pink, yellow, teal and blue replaced the previous red, white and black, introducing warmth and energy. The rebrand was rolled out across print and digital touchpoints, receiving an overwhelmingly positive response from both participants and visitors, who described the new identity as inviting, distinctive and perfectly suited to its setting.
SERVICES
BRAND DEVELOPMENT
VISUAL IDENTITY
PRINT & DIGITAL DESIGN
STAKEHOLDER COLLABORATION