Jamie Kelly
Founder · Creative Director
In their own words
The visual identity is based around shapes that are broken down to represent everyone's personal challenge.
Challenge for Change is a global initiative, and more importantly, an inclusive initiative.
Motion is crucial to any brand launch, but especially with an activity-based charity.
Our goal was to establish Traffi as not just the leading hand protection specialist, but the specialist in understanding the daily lives of those they protect.
Our job was to ensure that the colour system played a central, but not dominating, role in the visual language and acted as a central focus to the real heroes, the people and hands who make our lives better.
The new messaging is clear, concise, and focused on the core values of Trust, Innovation and Collaboration.
Articles & interviews
- "SUN Crafts Impactful Brand for Global 'Challenge for Change' Campaign"
Studio Up North (SUN) has created the brand identity for Challenge for Change, a new global fundraising initiative encouraging people to walk, run, cycle, or swim to raise money for children's charities. The inclusive and motion-led identity uses dynamic shapes, bold black-and-white contrasts, and vibrant accents to represent personal challenges within a global movement. The project, led by David Fenton, aims to unite participants worldwide in a shared mission of positive change.
- SUN Rebrands Glove Provider Traffi with Design Focus
Creative Boom reports on SUN's rebrand of PPE provider Traffi, which repositions the company as empathetic and innovative within the safety industry. The new identity includes a refreshed typographic system, refined colour-coding, and sustainability-focused iconography. SUN’s approach highlights Traffi’s human-centred values and its pioneering role in hand protection.