The Loan Market Oceanside Tauranga Half 2025 is one of New Zealand’s most iconic triathlon events, known for its rich history and strong connection to the community. When they approached us to redesign their logo, they were looking for a fresh, modern identity that would honour their legacy while looking toward the future.
The Tauranga Half had recently celebrated its 15th anniversary with a special retro-style logo to reflect the event’s history. While the retro look served its purpose for the milestone, it didn’t align with their long-term vision. They needed a logo that was clean, contemporary, and representative of their evolving brand identity.

 

Here’s how we tackled the project:

Creating the perfect logo for an event with such deep community roots required a thoughtful, collaborative process.
• Exploration and Research: We started by diving into the Tauranga Half’s history, values, and future goals. We analysed past branding efforts, competitor logos, and feedback from their team to inform our design direction.
• Creative Exploration: From there, we went through an extensive stage of design exploration, presenting a wide range of concepts and mood boards. Each option reflected different aspects of the event—its connection to the ocean, the athletic spirit of participants, and the event’s strong reputation in the triathlon world.
Working closely with the Tauranga Half team, we refined the concepts, balancing modern aesthetics with elements that felt true to their brand. Below is some of the exploratory options we review

 

A Sleek & Morden Logo

The final design is a sleek, modern logo that captures the essence of the Tauranga Half. With clean lines and a minimalist style, it feels fresh and professional while still honouring the event’s heritage. The logo is versatile, making it work seamlessly across digital platforms, merchandise, and event signage.

The success of this project came down to collaboration and understanding. By taking the time to explore a variety of branding options and keeping the Tauranga Half team involved throughout the process, we were able to create a design that felt authentic and forward-thinking.

 

Let’s Redefine Your Brand

Whether you’re celebrating a milestone or looking to the future, a strong brand identity is key. If you’re ready to take your branding to the next level, we’d love to help. Let’s work together to create something extraordinary.