AIGA Minnesota, the professional association for designers, recently hosted its annual Design Show, a showcase of the year’s best design ideas and the creative teams behind them. AIGA notes that Design Show winners should “move us, inspire us, challenge us, confound us, and above all make us say, “Damn, I wish I’d thought of that.” In just our first year, 3e The Life Time Agency proudly walked away with trophies for our work on Life Time Master Brand Development, MyHealthCheck Branding and, for our new athletic event, the LeadmanTri Brochure.
Our brand book was created to announce the creation of a new category in the sport of triathlon. At a total distance of over 155 miles, the LeadmanTri Life Time Epic 250 is longer than even the world-famous Ironman. The name is an offshoot of a series of epically hard endurance races based in Leadville, Colorado – which fits perfectly with this desert-based race course, located just outside Las Vegas, NV. Our event was unveiled and this brand book was, literally, hand delivered to the sporting world by our CEO, Bahram Akradi, when he was a featured speaker at the triathlon world’s primary conference, known as Triathlon America 2011.