For this project I took a brand called 'Global Triathlon' and rebranded the company to better reflect its rich experience. Global Triathlon offers a unique experience where for one ticket, consumers travel the globe and compete in a triathlon on all 7 continents.
The design challenge was to reposition the brand in way that appealed to a larger target audience and highlighted its unique offering. The objective was to visually integrate multiple pillars of the brand and experience (cultural immersion, being present in one's body, and the wild spirit of adventure). I expanded beyond just athletics to highlight the travel and adventure components as well. I wanted to emphasize the differentiators behind the experience that set it apart from competitors in the space and illustrate how it truly stands in its own genre.
The Challenge
The Process:
Current Brand Audit
Research + Competitive Analysis
Naming
Visual Identity
Brand + Marketing Strategy
Experience Innovation
Campaign Mockups
It all started with redefining the brand purpose
Values + Integration
I wanted to extract and highlight the value system for the brand. This allowed me to apply that criteria to every touchpoint and piece of media created to follow.
Product + Application Innovation
As part of the brand innovation process, I added a few products to the offering outside of the initial ticket.
First, I added a “Companion Ticket” to create an additional revenue vertical for the business and allow athletes to travel with a friend or loved one throughout the experience.
I then designed an app for participants that functions both on mobile and smart watches–this was for both the competing athletes as well as the companion passes. It offers information and travel suggestions for each destination, as well as performs all the necessary racing functions for the athletes.
Strategy + Chemistry
After defining the new target audience as ‘Athventurists’, combining both athletes and adventure seekers into one tangible category, it was paramount to not ignore the needs and value drivers of either sub culture. So I made various media applications that catered to both, while simultaneously differentiating Atlus into a genre of it’s own.
I wanted to capture both the spirit of adventure and athletic achievement across different pieces of media. No other traditional multi-sport race does anything like this at all. The motivation was to appeal to human emotion and have that be pervasive in both language and visuals.
Into the Wild
After repositioning the brand and identifying the new audience, it was time to bring it to life in the wild. I drew inspiration from international authors and books themed with adventure such as On the Road by Jack Kerouac and The Alchemist from Paulo Cohelo. I spent days digging through the pages and finding lines I wanted to associate with Atlus. This resulted in media creation for both real world and social media applications, intended to ‘stop the scroll’, or in a physical sense ‘stop the stroll’.
