Created as Lead Designer on this project at MATTA.
Modernising the visual identity for Challenge Family - the leading global triathlon festival race series.
Challenge Family were open to a complete brand overhaul with one caveat: they wanted to keep their old icon, no questions, which meant the new brand and brand world needed to work alongside this icon. The new wordmark was built based on the curves within the icon, and close crops of the icon were also used as a supergraphic throughout the brand world.
Illustrated pattern
Illustration alt usage
I also created an illustrated pattern embodying all of the core elements of Challenge Family, from the individual disciplines, to the locations, supporters, and other triathlon inspired imagery. This became a central part of the brand world, with the possibility to be used as texture (left) or in a more bold, illustration focused way (right).
