Torontonian's take tremendous pride in their city. It's the variety of cultural events and institutions and the overall living and visiting experience that make us hold our city so high, and the introduction of the Toronto Triathlon Festival should only further cement Toronto's status as a top tier city. Premier sporting events are nothing new to Toronto, but the weekend race and festivities surrounding the TTF will be unique even for Toronto. Pull top tier athletes such as Simon Whitfield, Canadian Olympian and Gold Medal winner from the 2000 Sydney Summer Olympics in prep for London 2012. The TTF approached AmoebaCorp early in race development to help create a brand that would be fitting of such a prestigious race, that would generate excitement and grow with the brand as it becomes familiar to Triathlon communities around the world.

The inspiration for the design approach came from a combination of classic city wayfinding, the urban nature of the course itself and other iconic Toronto cues, that started as the core identity and has since evolved through numerous communication tools include print advertising and extension to the online triathlon community. .