We started with brand definition- and ambition sessions, after which a total rebranding followed including a significant change in how the challenge was set-up. We presented a (omni-channel) strategy that involved a large format newspaper, activating 60 second winner videos and much more. The following year we also prepared a full online campaign and let participants video-pitch their ideas.
One of the best elements of the new identity, is the chameleon effect: we manage to make the identity feel fresh each year again by choosing a yearly ‘challenge color’. By doing so, the shape of the logo remains the same (and therefor still is strongly recognizable), but it keeps surprising each year again.