AusTriathlon
Creating a powerhouse brand platform for a major NSO, then rolling it out across a range of touchpoints – from uniforms to digital participation suites.
Brand Development
Triathlon Australia becomes AusTriathlon
We worked collaboratively with Triathlon Australia – the nation’s governing body for triathlon and multisport – to support their rebrand to AusTriathlon.
Starting with a bold new visual identity, we created a brand that is modern, engaging, and wearable. The peak motif represents the three triathlon disciplines while highlighting the sport as the pinnacle of personal challenge and achievement – yet one that is accessible for all to get started. Combined with the vibrant colour gradient, the brand points to a fashion style known as ‘future retro design’. The outcome is a brand identity that members and supporters can connect with and evangelise to the wider Australian community.
Master Brand Logo
The new AusTriathlon logo marked a significant departure from the original Triathlon Australia logo, reflective of a major shift for the organisation across operating models, participation pathways, and community activation.
Use the slider on the image to see the difference.
State Rollout
Many NSOs have complex relationships with their state bodies. AusTriathlon was no exception, with several states centrally managed as part of a federal operating model and others operating independently. However, in each case, state branding was brought in line with the new national master brand.
Online Brand Guide
In order to avoid the version control issues common with brand guide documents, we developed an online brand guide with download links for key assets. This ensures that the guide always contains the latest guidance and is able to continually expand as new assets are added.
Brand Rollout
Website Development
The triathlon.org.au website represents the primary brand touchpoint for AusTriathlon. We developed a heavily styled, comprehensive and extensible website covering both general informational content and key integrations with their membership and events platforms.
AusTriathlon’s bold new brand identity comes to life creating an online experience that reflects the energy, inclusivity and ambition of the sport. Every element – from the visual language and colour system to the layouts, typography and user journeys – was designed to inspire participation while strengthening the organisation’s national presence.
The result is a contemporary, engaging website that balances high-impact storytelling with clear navigation and practical functionality. Built to serve everyone from first-time participants to elite athletes, the platform provides a flexible foundation for events, membership, news and community engagement, while bringing the AusTriathlon brand to life at every touchpoint.
Easy Internal Management
The AusTriathlon website is built on WordPress, the world’s most popular content management system (CMS). This allows ease of editing by the AusTriathlon team – following our training session – with The Other Dimension on standby for any more advanced tasks or new feature builds.
Powerful Features
We built API integrations with AusTriathlon’s event sanctioning platform, allowing events to be handled and displayed natively in the website. We also built a custom ‘Team Finder’ function that allows people to find and connect with team mates for upcoming events. Across these and a range of other features, triathlon.org.au now centralises various functions in a way that maintains consistency of both brand and user experience.
Participation Platform Extensions
Promoting grassroots participation is a key focus for most sports governing bodies. In the case of AusTriathlon, the sport is often perceived as elite, with ‘triathlon’ often thought of synonymously with ‘Ironman’*. We assisted AusTriathlon in developing ‘The Starting Line’, an initiative designed to entice newcomers with beginner-friendly events and digital content to help them get to their own starting line.
Aus3
Participation for kids is a whole different game – and so required a whole new platform. Branded and developed as an interactive and gamified journey around Australia, Aus3 promotes physical activity in children across swimming, riding, and running activities.
