The campaign identity for the Push-Up Challenge 2023 was driven by a deep understanding of the organisation’s mission and the need to communicate its purpose and values effectively. We recognised the importance of elevating the event’s reach and making it more globally appealing while preserving the essence of the existing brand. Introducing a complementary deep blue colour and vibrant patterns inspired by push-up motions were carefully crafted to enhance the brand’s personality. By incorporating these elements, we aimed to visually convey the unity, strength, and compassion that lie at the heart of the Push-Up Challenge. The step-up feature further reinforced the brand’s commitment to engaging participants and fostering a sense of accomplishment. With a harmonious blend of familiarity and freshness, the brand sought to captivate a broader audience, inspire action, and create a lasting connection with the cause of raising funds for suicide and mental health.