Gold Challenge appoints Brandnew

The Gold Challenge – a scheme to encourage mass sports participation and raise money for charity in the run to London 2012 and beyond – has appointed agency Brandnew Corporation to design its branding and launch communications.
Backed by Sport England, the British Olympic Association, Paralympics GB and other sports bodies, The Challenge ( ) is hoping to get more than 100,000 people to sign up.
Participants – whether individuals, groups or corporate teams – will be invited to take part in their choice of 5, 10, 20 or 30 Olympic or Paralympic Sports for their chosen charity. With the help of local sporting clubs and facilities up and down the country, the intention is to get people having a go at sports they have never before tried.
The initiative launched this week, at an event hosted by ambassadors Chris Hollins, the BBC’s sports correspondent and Connie Huc of X-Factor fame. The event at Lord’s Cricket Ground involved a number of elite athletes showcasing Olympic sports ranging from boxing and judo to archery, canoeing and fencing.
Brandnew has designed a logo and visual language for Gold Challenge, which includes brand guidelines plus the creation of a range of printed collateral. The Gold Challenge will have a Facebook page and YouTube channel and participants and contributors will be encouraged to share their challenges and achievements via Twitter and other social network platforms.
Paul Cohen, development director at Brandnew, commented: “Brandnew is naturally delighted to be involved in so high profile a project, a project that will take centre stage as the Olympics and Paralympics come more to the fore next year. The Gold Challenge will go a long way towards the kind of grass-roots sports participation that can be a lasting legacy from London 2012, so as a sports nut myself, I am especially proud of this commission.”

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