Project overview

The Inside Tri Show is the number one triathlon podcast featuring professional endurance athletes, researchers in the health and fitness world, age goup triathletes, runners, cyclists, swimmers, and all types of endurance athletes plus coverage of races and other triathlon events. Every week on the Inside Tri Show Podcast you’ll hear fun, engaging and informative endurance-related conversations led by Helen Murray.

Helen required a simple concept that encapsulates her approach, and communicates it through her website and social media channels. Our aim was to refocus on the podcasts brand style and create a more professional approach as well as communicate the effectiveness and impact she has on her listeners.


Campaign Strategy; Visual Identity; Apparel design




The primary objective of the logo was to achieve simplicity. The design incorporates an icon that represents agility and movement, with the three shapes symbolising the three sports within a triathlon: swimming, cycling, and running. By combining these elements, the logo conveys a sense of balance and strength. We developed a dynamic logotype identity that instantly grabs attention.

With a global reputation Helen needed a strong creative proposition and visual framework that would support a cross-channel marketing campaign ‘Join the movement’ to bring awareness to the support and inspiration that the podcast provides.

A dynamic graphic language, designed as an extension to the typographic system, was created using the circle from the logo. This simple graphical component creates a strong link between the core brand and supporting graphics providing movement and energy.

The result

The new identity and brand campaign reflects strength and inclusivity with the unification of the three areas of triathlon into one unique offering. Most importantly, the logo transitions perfectly across multiple applications, including clothing.

It was a pleasure to work with Jake on my new branding. I chose to work with him because he took the time to understand my business at the start of the process and that approach was apparent in the final design. I’m so pleased with the new branding Jake designed. It’s simple, striking and modern.

Helen Murray | Inside Tri Show