Core Creative has designed a new identity and e-commerce website for triathlon store Tri UK, in a bid to realign the brand with its target audience of affluent, 30- to 40-year-old professionals.
The design group speculatively suggested a rebrand and website overhaul in October, having carried out a series of print projects for the company, with which it has worked since 2006.
Keeping the Tri UK identity simple was key to the project, says Matt Hellier, creative director at the consultancy. ‘Tri UK will use the branding on 4.5m-high gantries at race meetings, and on clothing and the website, so it needs to be scaleable.’
The identity and website, which both launch on Friday, show influences from triathlon equipment, such as the carbon- fibre effect flanking the Web pages (pictured). ‘It’s about the aesthetics of bicycles, in particular – the materials and the colours,’ says Hellier. ‘People who go in for these events have a lot of money to spend. Some of the bikes cost up to £5000.’
Athletes using the site ‘are very focused people’, Hellier adds, a quality that the navigation and functionality of the website needs to reflect. ‘There were so many sub-sections on the old site – now we’ve got that down to three clicks,’ Hellier says.