IRONMAN Australia - Rebrand

This was my first rebrand project at The IRONMAN Group in 2019. IRONMAN Australia was coming up to it's 35th year and along with the half distance part of the event, the brand required a refresh.

The challenge for this branding project was that IRONMAN logos globally are very structured, with a few unchangeable elements. We wanted to replace the heavy, rectangular design with a more natural feel to reflect the beautiful coastal environment that hosts the event.

I designed this final concept chosen by the brand leaders in the IRONMAN team, though it was a team effort with two other designers. Below is a few examples of the new brand, including; digital marketing, signage, athlete material and merchandise.

All designs and images belong to The IRONMAN Group.