--- title: British Triathlon date: 2026-09-15T15:44:00+01:00 author: Cravens canonical_url: "https://cravens.co.uk/work/british-triathlon" section: Case studies --- Case study # British Triathlon - Brand Strategy - Brand Identity - Sport - Communities With participation habits changing, costs rising and triathlon perceived as an exclusive sport, British Triathlon needed to rethink its role. So we asked the nation what triathlon truly means to them. ![Frame 273](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/Frame-273.png?bossToken=796a482f7cb1954a8f87cd60c2fba8fddc2f4d4ed368f4975c0b7eae3e0dbf05) ![Frame 273](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/Frame-273.png?bossToken=796a482f7cb1954a8f87cd60c2fba8fddc2f4d4ed368f4975c0b7eae3e0dbf05) ## Finding the heart Through extensive stakeholder engagement, we discovered that people come to triathlon for the challenge, but they stay for the connection and the community. This helped define a new purpose and identity focused on ‘opening up triathlon so athletes and communities go further than they ever thought possible’. Helping everyone involved in the sport: **Go Further** ![001](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/001.png?bossToken=93ea54543906182a81972ff93a9b2545179749e9f4d58ffb39f39eaf474e19b2) ![001](https://img.imageboss.me/cravens/width/2047/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/001.png?bossToken=190783001f7ba76ac9d03aae3244c2dc4ead366f3b8554d2bf7f18155e15bbae) ![002](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/002.png?bossToken=08df19d445032da55cb8e3b31f5f7525917bf5a04056502342e84793d81b436c) ![002](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/002.png?bossToken=4f61f89c64cdcc0a75b4c31e486aed9ca11b33f025e4dc08e9ced87f32588b3a) ![003](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/003.png?bossToken=91ef5e7c2d907ff2907529d110e831d8fcd707fce1e2838e81b5a48b851c3a1a) ![003](https://img.imageboss.me/cravens/width/2047/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/003.png?bossToken=8e102849059de93461264128897958958d633a0ab7869fb3a582bc6850872239) ![](https://img.imageboss.me/cravens/width/1920/quality:80,format:webp/production/uploads-polymedia-sidecars/5844b07e-340c-419c-b107-a256801f935e/video-before-4-poster-de1f19e7.jpg?bossToken=f88bf5bf04df4e4563fdd605f247b736571881f3689707d68728ce5b0215623b) ## Giving it bite A sharp new brand identity and active tone of voice helped bring to life the spirit of our line ‘Go further’, flexing to represent everyone from elite, including mixed and para-triathlon, to events and grassroots participation. A textured pattern inspired by the British Triathlon logo, paired with dynamic, inclusive photography, helped show the progressive, intense and fulfilling nature of Triathlon. ![005 1](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/005-1.png?bossToken=73b2555c3cddee5724364a2d269c0da8182e84ccaff2df086029471bb6ab31a4) ![005 1](https://img.imageboss.me/cravens/width/1402/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/005-1.png?bossToken=8878c871feab34aec97cc6ea85a2bd03af5d85cb0c861e2be02696d961dceb9b) ![005 2](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/005-2.png?bossToken=9cd8df710f421e6439818054ee2b98059246f777ef048c8b3772fbc4fba69789) ![005 2](https://img.imageboss.me/cravens/width/1402/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/005-2.png?bossToken=7cfb4716838105b7d05dc3124ff916cadb615486054eb8ae1314acd77db453de) ![006](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/006.png?bossToken=34d2ced8dc0f3df5acd3eb2d67b2b13deaad57c2e31bf3927328a44c78af5aea) ![006](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/006.png?bossToken=cad174ec7688b2badc70a37ea3f85e6d68f25acea62e5473f51570d16064cded) ![007](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/007.png?bossToken=b1397107b97bdc2e746fa257abdc304fdbc1831aa4489bbcfad665705bcd6bb2) ![007](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/007.png?bossToken=a50c8f3a07d96ab166e6c494f9ca19e2802a1701eceb22b87c8ca9d7d2c04a3f) ## Powering alignment The brand identity aligned all levels of the sport, from elite and competition to community and grassroots Swim Bike Run - truly representing everyone associated with the sport. Every level and every ability was connected through their own colours and a tone of voice that combined excitement and ambition with empowerment to speak to every audience in a personal and encouraging way. ![008](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/008.png?bossToken=ced8b3bae7e5fa338c9ec8f5e400ce5cfd233ccb1065e3be35ddeb7fae34c525) ![008](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/008.png?bossToken=3f5dd841d77329986b135c7cc815daa979a8cbe3065d90fee5de453f13a1d1b4) ![009](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/009.png?bossToken=b99b61cef5a49e049ef6567567f9ee6450e1c9f7385b97aabe8e34dc22f7aaeb) ![009](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/009.png?bossToken=22dc362e4107ddfd88c7b8816f3dc42439f3befbade7c320ef057552d2bf184d) ![010](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/010.png?bossToken=9d09d8f1960ada8532485e7438e5736e0ac4ef71021cf646e3b1c7c7c983d0b1) ![010](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/010.png?bossToken=54f548872e7621fc4da46c4d7d5be7d3952865358dc559bf3583dcfbf8265c57) ![011](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/British-Triathlon/011.png?bossToken=c7188a2e683a3951661aa2a8e078c89284ca99401bdec8144b99a72b5e9ab074) ![011](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/British-Triathlon/011.png?bossToken=8594759800e480126fd5173e1e41a7bb879c1b819ac3c944bc80bcd9d4763e2f) ## Case studies - [Sir Bobby Robson Foundation](https://cravens.co.uk/work/allwyn-2) Brand Strategy Brand Identity Film & Motion Communities - [William Hill](https://cravens.co.uk/work/william-hill) Brand Identity Content Strategy Social Sport - [Takk](https://cravens.co.uk/work/takk) Brand Identity Brand Strategy Consumer Brands - [FIM E-Xplorer World Cup](https://cravens.co.uk/work/fim-e-xplorer-world-cup) Sport Brand Identity Film & Motion Live Experiences - [Rugby League World Cup](https://cravens.co.uk/work/rugby-league-world-cup-2021) Brand Strategy Sport Campaigns Live Experiences - [Grosvenor Casinos](https://cravens.co.uk/work/grosvenor) Brand Strategy Campaigns Entertainment & Gaming Brand Identity - [British Cycling Membership](https://cravens.co.uk/work/british-cycling-membership-campaign) Sport Campaigns Social Communities - [Zinsser](https://cravens.co.uk/work/zinsser) B2B Film & Motion Brand Strategy Campaigns