For the launch of IRONMAN 70.3 Happy Valley, I was tasked with creating a visual identity that honored the region’s iconic collegiate spirit while staying true to the IRONMAN brand’s global standards. I developed a design system that blended bold athletic energy with local pride, incorporating visual cues inspired by Penn State and the surrounding landscape. My work included logo treatments, event signage, digital assets, and merchandise concepts, all designed to resonate with both seasoned triathletes and first-time participants. The final creative direction helped position Happy Valley as a standout destination in the IRONMAN 70.3 circuit, driving excitement and engagement across multiple channels.