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TriLatino Triathlon Club

TriLatino, founded in 2009, is a 501(c)(3) charity organization focused on increasing the participation of Latinos and people of color in triathlons and endurance sports. The club offers both adult and junior programs, with the junior program emphasizing endurance training and life skills development to foster future community leaders.

The goal of this project was to modernize TriLatino’s branding through graphic design to elevate its visibility and mission in NYC’s competitive endurance sports community. The rebrand needed to capture the energy and dynamic spirit of the club, while maintaining its core color palette to stay connected with its roots and heritage.
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SERVICES PROVIDED:

Brand Development
Apparel Design
Merchandise

INDUSTRY:

Sports Clubs

Slide of logos and icon for TriLatino Triathlon Club, featuring bold blue and red typography on a light gray background.
A man and woman pose back-to-back, wearing matching blue, red, and white jerseys of the TriLatino Triathlon Club against a colorful background.
A woman wearing a red and blue cap with "TriLatino Triathlon Club" logo, dressed in a red jacket, stands by a lake under a cloudy sky.
A sleeveless triathlon tank top with a red, white, and blue design featuring "TriLatino" and "¡Muévete!" text on the back, on a grey background.
The project began with a brief from TriLatino’s board and close collaboration with their leadership team. To develop the rebrand, mood boards, visual references, and sketches were used to explore different directions.
Graphic design core principles of color theory, type manipulation, and shape hierarchy were applied throughout the process to create a cohesive, modern design. Milestone meetings were held to gather feedback from the board at each stage of the design process.
After the branding and logo were completed, team uniforms were created, including tech t-shirts, triathlon-specific apparel, and merchandise. PMS and HEX colors were carefully selected to ensure consistency with the club’s established identity while introducing a fresh, modern look. The final design was refined through ongoing feedback from the board and leadership to ensure it aligned with the club’s values and mission.
Collage of Trilatino Triathlon Club’s sportswear designs in red, white, and blue, featuring swim, cycling, and running lifestyle images and accessories, on a grey background.
Collage of Trilatino Triathlon Club’s sportswear designs in red, white, and blue, featuring swim, cycling, and running lifestyle images and accessories, on a grey background.
Two white water bottles with ¡Muevete!" and Trilatino icon, on a red and blue gradient background.
A brand identity was created that successfully pays tribute to TriLatino’s original heritage while capturing the dynamic spirit of triathlon and endurance sports. The modernized visual identity enhanced the club’s recognition and positioned it more prominently within NYC’s competitive triathlon, running, and cycling scenes.

Credits:

TriLatino President – Cesar A Argueta Jr (2019-2021)
TriLatino Vice President – Michelle Mendoza (2019-2021)
Photography – Janneira Mijares

Illustration of a sliced fruit with a yellow interior, orange seed, and green leaf on top, resembling an abstract of lucuma, a Peruvian fruit.

Tri-athlete: this term isn’t just limited to a hobby that Veronica participates in, it is a way of life engulfed by self-discipline and constant work to refine her mind and body. This endless pursuit of perfection carries over into her professional life as well. As a marketer I’ve not met many individuals that can be creative, have an excellent design aesthetic and are excellent team players to navigate the challenging waters of working with a non-profit but Veronica has all of this and more.

In 2019, I had the pleasure of working together with her on a rebranding project for TriLatino Triathlon Club where the organization was in dire need to refresh and update its creative assets. Veronica’s level of professionalism and expertise in art direction, logo ideation, brand development and apparel design (she designed the team’s new race uniforms) helped to create a brand identity that captured the spirit and heritage of the organization.

I strongly recommend Veronica as a successful art director and design partner to any client and team. She is a brilliant design professional and a great asset for any organization.

Cesar A. Argueta Jr.
TriLatino President (2019-2021)