What began as a national movement has grown into a global campaign driving awareness, connection and meaningful change. Following their expansion into Canada in 2024, the Challenge has now launched in the UK and New Zealand, extending its voice and impact to communities around the world.

To support this international growth, we developed a multilingual logo system designed to adapt across regions while maintaining the strength and recognisability of the core mark. The system allows the language to change while preserving the overall form, balance and visual integrity of the logo. This ensures consistency at a global level while giving each market a version that feels locally relevant.

To mark this significant milestone, our team was engaged to develop a 10-year commemorative stamp. The device was designed to sit seamlessly alongside the organisation’s bold new logo, maintaining brand integrity while creating a flexible asset for use across campaigns, digital channels and merchandise throughout the anniversary year. The outcome is a mark that feels confident, recognisable and built for scale.

As part of the broader global rollout, we also partnered with the team to strengthen their digital brand system. Working beyond the core orange and black identity, we introduced a structured accent colour framework specifically for social media. This system provides clear guidance on colour pairings and feed composition, enabling regional teams to create content that stands out while remaining cohesive and unmistakably The Push-Up Challenge.

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The result is a considered brand evolution that supports growth without losing the strength of the original identity. A decade in, the mission remains the same. The scale is simply bigger.