Set Up Events
Rebranding, website design and custom photography
During a review of the company brand, Set Up Events, the nation’s largest producer of triathlons, realized a need to unite its full family of events.
During a review of the company brand, Set Up Events, the nation’s largest producer of triathlons, realized a need to unite its full family of events. After Kelly MarCom examining the website, it was clear that Set Up was also losing revenue generated by registrations that were managed by outside partners. Set Up asked Kelly MarCom to develop a new brand and a website featuring custom content management and registration systems to be managed in-house.
After careful analysis, Kelly MarCom proposed three dramatic changes: 1) allow Set Up the ability to control its online registration system to increase revenue, 2) develop a brand system where Set Up is the parent logo and all other regional event logos are distinct but unified under the branded system, and 3) use the power of dynamic photography to strengthen the meaning behind brand. Kelly MarCom built a custom site that allowed online registrations and eliminated the need for third party management and fees. In the planning and execution of these changes, the brand focus on determination, energy, spirit and personal triumph helped build the foundation for imagery that makes Set Up compelling and is highly valued by its targets. Kelly MarCom engaged with real triathletes to ensure that decisions and design elements provided the “in-the-moment” feeling that defines the event series. This careful approach resulted in a strong, meaningful brand and look that supported Set Up’s message.
Set Up’s brand became far more succinct and unified, prompting increased recognition by members and stronger relationships with sponsors. The automated management of content on their website allowed Set Up to spend more time expanding their business, enhancing their brand. Now Set Up Events is the nationally recognized leader in triathlon event production.
