AusTriathlon’s Brand Refresh
Background:
When AusTriathlon embarked on the ambitious task of a comprehensive brand refresh, it wasn't just about a new logo – it was a strategic initiative to redefine their entire organisation. With a footprint in over 700 triathlon and multisport events, including State and National Championships, Club Championships, and other major events, the need for a bold and vibrant brand representation across the country was imperative.
Objectives:
• Undertake a complete brand refresh that aligns with the bold and vibrant nature of AusTriathlon.
• Create an immersive event experience for athletes, spectators, and participants.
• Develop and implement a visual identity that resonates with the triathlon community nationwide.
The Collaboration with Star Outdoor:
AusTriathlon acknowledged the pivotal role branding plays in the world of sporting events. Collaborating with Star Outdoor, the team worked in tandem to design, refine, test, and execute the new branding strategy. The official launch took place in October 2023 at the All Schools Triathlon & Queensland Aquathlon Championships, followed by the iconic Noosa Triathlon, Australia's largest triathlon event.
Visual Elements:
Star Outdoor brought the new AusTriathlon brand to life with elements such as CCB mesh, eye-catching marquees, feather flag banners, pull up banners and media walls. These visual components were strategically incorporated to ensure an unmissable and cohesive brand presence at events nationwide.
Efficiency and Attention to Detail:
With events spanning across every state and territory, AusTriathlon had stringent requirements for the rebranding process. Dedication to excellence and meticulous attention to detail were paramount. Star Outdoor efficiently managed the creation, production, and distribution of key event items, ensuring they reached each state and territory head office in time for significant events.
One standout element has been the meticulous attention to detail in achieving colour consistency across a range of diverse products, materials, and print methods. Recognising the paramount importance of maintaining a cohesive brand identity, particularly during AusTriathlon's rebranding phase, Star Outdoor implemented a unique colour sample process.
Using AusTriathlon’s Brand Guidelines, Star Outdoor selected key colours and created a Customer Colour Panel to be printed as a sample for each product. The panels were then reviewed by AusTriathlon to check for consistency across all products. If necessary, updates were made before being resampled and getting final production approval.
This process not only ensures that the distinct hues and tones align seamlessly across various products, but also ensures a uniform visual representation for the brand. This commitment to colour accuracy becomes a strategic advantage, fostering brand recognition and leaving an indelible impression on participants and spectators alike.
Key Milestones:
• October 2023: Official brand launch at the All Schools Triathlon & Queensland Aquathlon Championships.
• Subsequent debut at the Noosa Triathlon, Australia's largest triathlon event in late October, 2023.
• National roll-out in early December 2023
Results:
The collaboration between AusTriathlon and Star Outdoor has not only helped to rebrand the organisation but has redefined the future of AusTriathlon. The new brand is now synonymous with energy, passion, and commitment within the triathlon community with event branding to reflect this change.
Acknowledgments:
AusTriathlon expresses gratitude to Star Outdoor for their creativity, professionalism, and support. The collaboration goes beyond a partnership; it's a testament to the shared vision of pushing boundaries and inspiring the triathlon community to find their unstoppable.
Conclusion:
As AusTriathlon continues to push the envelope and inspire athletes nationwide, the collaboration with Star Outdoor stands as a beacon of successful rebranding and event activation, setting new standards for excellence in the world of sport and events. Star Outdoor takes pride in being the official brand partner of AusTriathlon, contributing to the organisation's journey of redefining its identity and shaping the future.
Star Outdoor is proud to partner with AusTriathlon as their official branding partner.
Photo credit to AusTriathlon / Bec Ohlwein
