AP10 was developed by myself and good friend Alex Price. Building upon Alex’s existing standing and experience in the triathlon community and our mutual passion for the sport of triathlon, we decided to get serious about our approach to the industry. Alex had a couple of existing athletes that he was training and had just been made NSWIS triathlon team physiotherapist. We could also see a gaping hole in the market for an alternative to traditional multisport training. Alex had been seeing a lot of injuries coming accross his books as a physiotherapist, as a result of misinformed or over-training, and we saw the need for a more scientific and biomechanic approach to training people for triathlon… and so AP10 was born. This is where i came in. Alex had all the skills and expertise to build this business from a training point of view, however it was my job to launch the brand into the stratosphere… Here is a timeline of  my approach to developing the brand to what it is today:

  • Oct 2010 – We started with the logo
  • Dec 2010 – First website launched. Mostly just information about our services without any engagement or reason for return business.
  • Feb 2011 – A run of DL flyers highlighting our services with an incentive attached to the card. Generated a ROI of 500% plus an increase in website traffic of ~100%
  • Apr 2011 – The new and current website was launched. Blog included with regular posts to generate return traffic and reason for people to hit the site other than sales… value. Newsletter subscription form to collect visitors details and for us to build an audience. Vision to have a members section and regular newsletters.
  • Apr 2011 – Dextro Energy come onboard as our first real supporter. Direct result of a post on the original website titled “Healthy & Fast“. The guys at Dextro Energy were impressed with Alex’s writing style and knowledge on the topic and have since worked with us on a number of projects. They also supply us with training and racing nutritional products. Alex now also writes for their blog on nutrition.
  • May 2011 – Work starts on designing the AP10 racing suits.
  • June 2011 – Branded communications email goes out to all members and email list registrants.  Half way to a proper eNewsletter. Better than nothing though.
  • October 2011 -Finished the race suits. This was a new process for me and one that i was very excited about. Was a long process of design and prototyping, however a very worthwhile outcome. We now have over ten race suits in circulation throughout Australia. A great branding exercise and a way of getting our sponsors out there.
  • Designed some spectators T-Shirts and Cycling kits. Have now sold more than twenty cycle kits, numerous spectators shirts.
  • Jan 2012 – First eNewsletter goes out. Generates a monthly traffic increase of 40% to over 1000 hits, with 66% being new visitors.
  • Jan 2012 – launch of our Facebook fan page. eDM sent to all members and subscribers. Incentivised likes by running a competition to give away a free entry into the Dextro Energy Sydney Triathlon. Members had to both like our page and subscribe to our newsletter. Generated 20 likes and 30 subscribers to our mailing list.
  • Feb 2012 – Another run of DL flyers goes out.
  • April 2012 – Car graphics designed and created as vinyl lettering. Also a 2m by 1m banner made up for race advertisement.

This ongoing project has been invaluable in developing my skills in strategic design work with a focus on the marketing and broader branding message. These types of projects let me test out ideas and innovations that would otherwise be left on the cutting room floor due to risk.

This is a project that combines two of my great passions, Design and Triathlon. One lesson that really stands out through my involvement with developing the AP10 brand, is that I can develop a design edge through emerging myself in a clients industry. Having researched the world of Triathlon for my own personal reasons, meant that i could design knowing what the audience really wants and what look works. Shows that proper research of a clients industry really does pay off.