A global team of marketers, creatives, and volunteers has introduced the launch identity for Challenge for Change, a new fundraising initiative that aims to transform everyday movement into impactful change. The goal is to bring people together from all backgrounds to walk, run, cycle, or swim in September 2025, with the ambitious target of collectively covering 41,000 kilometers, the distance around the world, to support children’s charities globally.
Created by Lancashire-based brand agency Studio Up North (SUN), the brand identity embodies the campaign’s essence: inclusivity, momentum, and impact through small yet meaningful actions. The initiative, with the slogan „Going any distance to make a difference,“ encourages participants of all ages and abilities to set their own goals and contribute in their own way.
The visual identity is centered around a flexible system of shapes that represent individual challenges within a global network of movement. The design showcases shapes of varying lengths to signify that every kilometer matters, regardless of the distance covered or the activity undertaken.
The brand’s main graphic is a dynamic, track-inspired icon that also serves as an abstract „C,“ symbolizing community, change, and commitment. The design palette features bold black and white tones to emphasize the campaign’s seriousness, complemented by vibrant colors and warm illustrations that encourage participation.
Challenge for Change is more than just a campaign; it’s a movement that is intentionally inclusive. Whether it’s a group of children walking around a playground or an elderly person swimming at a local pool, the platform welcomes everyone to participate. The messaging and visuals aim to inspire change one kilometer at a time, emphasizing participation over perfection.
Motion design plays a crucial role in conveying the brand’s energy and spirit, with animated assets showcasing a variety of movements and highlighting campaign milestones. The initiative was inspired by David Fenton, a regional director at The Marketing Centre, whose personal experience led to the concept of Challenge for Change. The ultimate goal is to cover 41,000 kilometers and raise funds for charities supporting children in need worldwide.