The Background
We began working with Royal Navy and Royal Marines Charity (RNRMC) towards the end of 2024, developing an exciting new fundraising challenge for 2025. As the principal charity of the Royal Navy, RNRMC provides vital support to serving personnel, veterans and their families — distributing over £100 million to date to the organisations that care for these communities.
The Brief
RNRMC wanted a dynamic new fundraising challenge inspired by the BBC's Race Across the World. The proposition: 50 teams of two, racing each other from Scotland to Dartmouth, navigating checkpoints with limited funds, public transport and nothing but their own resourcefulness to get there first.
Our job was to bring that vision to life while staying true to RNRMC's military heritage, and making sure it appealed to both their loyal supporters and a wider, colder audience who'd never heard of them.
The Work
We explored plenty of names, but in the end the simplest one won out: Race Across the UK.
From there, we refined the proposition itself, nailing down the details that would actually drive sign-ups — budget, accommodation, the logistics that needed to feel familiar and reassuring to RNRMC's existing audience, not just exciting to newcomers.
With the concept locked, our design team got to work. We developed multiple creative routes and honestly made RNRMC's decision a hard one. The final choice captures the energy and adventure of the challenge: a bold Race Across the UK logo built around the Union Jack and UK outline, in RNRMC's brand colours, paired with imagery of people in motion and iconic UK landmarks marking out the journey.