Studio Up North brings inclusive yet impactful branding to a global initiative empowering everyday athletes to “go the distance” for a meaningful cause.
A global collective of marketers, creatives, and volunteers has unveiled the launch identity for Challenge for Change, a new fundraising initiative that’s turning everyday movement into powerful impact. The campaign aims to unite people from all walks of life to walk, run, cycle or swim throughout September 2025, with the ambitious goal of collectively covering 41,000 kilometres, the distance around the globe, to raise funds for children’s charities worldwide.
Crafted by Lancashire-based brand agency Studio Up North (SUN), the new brand identity captures the campaign’s core spirit: inclusivity, momentum, and impact through small but meaningful actions. Built around the bold tagline “Going any distance to make a difference”, the initiative empowers participants of all ages and abilities to set their own goals and contribute at their own pace.
At the heart of the visual identity is a flexible, energetic system of shapes representing individual challenges within a global network of movement. “The visual identity is based around shapes that are broken down to represent everyone’s personal challenge,” explains Jamie Kelly, founder and creative director at SUN. “There are longer and shorter shapes that show it doesn’t matter how far you go, what you do or where you do it—every kilometre counts.”
The brand’s graphic centrepiece is a dynamic, track-inspired icon that doubles as a bold, abstracted “C”—a symbol of community, change, and commitment. It anchors a versatile toolkit that spans everything from apparel to billboards to social content. The design leans into striking black and white to underscore the campaign’s seriousness and scale, offset by vibrant colour choices and warm illustrations that invite participation rather than performance.
Challenge for Change is not just a campaign, it’s a movement—one that’s purposefully inclusive. Whether it’s a team of schoolkids walking laps of a playground or a pensioner swimming their local pool, the platform has been designed to welcome everyone. “Challenge for Change is a global initiative, and more importantly, an inclusive initiative,” says Kelly. “Every person can make a change, no matter how far, how fast, your ability, age or chosen activity.”
This ethos of accessibility carries through in the visual and verbal identity. Messaging like “Inspiring change, one kilometre at a time” breaks down the task into manageable, motivating chunks. Friendly illustrations and motion-led teaser content emphasise participation over perfection, bringing lightness to a mission that’s anything but superficial. “This isn’t a fast-action, high-tempo sports brand,” adds Kelly. “This is a change for all.”
Motion design played a particularly key role in communicating the brand’s energy and spirit. Animated assets use fluid pacing to reflect a wide range of movement types and highlight key campaign milestones. “Motion is crucial to any brand launch, but especially with an activity-based charity,” Kelly says. “It was important to give a sense of movement, connectivity and fluidity.”
The project is the brainchild of David Fenton, a regional director at The Marketing Centre, whose own personal story sparked the idea. “27 years ago, my wife and I had twin sons, born prematurely,” Fenton explains. “They had fabulous support from BIBS (Babies in Buscot Support) and we always wanted to give something back.” After walking 600 miles around England to raise funds, he decided to take the concept global.
“Together, our goal is to cover 41,000 kilometres to raise funds for local charities that provide life-changing support to children in need,” says Fenton. “In my discussions with people from the UK to Australia to South Africa, I heard that many people want to help others—they just don’t know how to. Well, now they do.”
The identity and campaign have been brought to life entirely by a pro bono team of marketing professionals, creatives, and strategists. Their hope is that the brand becomes a springboard for future years, scaling beyond a one-time effort into a recurring global event.
“The visual language came so naturally to this project,” says Kelly. “We hope the brand connects with people in a way that helps them see themselves making a change—without having to run a marathon or be an athlete. More importantly, we want to see this become a global initiative that makes a difference every single year.”
Registrations for Challenge for Change are now open, with participants invited to sign up, track their distances, and raise funds for children’s causes close to their hearts. You can learn more or join the movement at challengeforchange.org.uk.
