As part of the transition from the London 2012 to the Rio 2016 Olympics, a workplace challenge called Reaching Rio was established. We were asked by the friendly folks at 8Bits Media to create Reaching Rio branding design that would work across print and web materials.
The goal of Reaching Rio is to get people in workplaces to challenge each other to different physical challenges. The results are logged on the site or in an app as part of a virtual race from London to Rio. The goal is for your team to reach Rio first.
We wanted to create something bold, colourful, energetic and fun. In developing some ideas for the project, we knew Rio was a bright and colourful place so we looked at some visuals from Brazil that might feed into the branding design: colours, typography expression and the Brazilian flag itself. We also wanted a logo design that would nicely blend with the illustrations we were developing.
This then led to a circular design that relates to the globe found in the Brazilian flag. The logo came in a mix of colours that included the blue, green and yellow from the flag, plus a couple additional colours:
Even though Reaching Rio was aimed at adults in workplaces, we wanted unusual imagery that wasn’t necessarily businesspeople in suits, ties and heels racing each other across grassy fields.
Instead, 8Bits Media suggested putting together a map of landmarks between London and Rio because of the virtual race between the two cities. For this we drafted in our talented illustrator friend Oliver Hydes to create illustrations of these icons. We knew his work would add completely unique visual style to the campaign. He created the fantastic map shown at the top of this post.
We then repurposed this map and made a website design which was developed by 8Bits Media. The website allowed Oliver’s images to be seen in better detail: