As the lead designer for the IRONMAN Pro Series brand, I was responsible for developing a bold, cohesive visual identity that captured the elite spirit of professional triathlon. I began by conducting in-depth research into the sport’s heritage and audience expectations, then translated those insights into a dynamic brand system that balanced performance-driven aesthetics with global appeal. From logo development and typography to color palette and motion graphics, I crafted a design language that was both instantly recognizable and highly adaptable across digital, broadcast, and event platforms. Collaborating closely with marketing, broadcast, and event teams, I ensured the brand maintained consistency while allowing room for storytelling and athlete-focused content.