MATTA logo in yellow
Cancer Research UK logo in white

Race for Life Rebrand

Cancer research uk

Pink and purple gradient with white dots and Race for Life logo on top

Maintaining an Edge in a Competitive Market

Cancer Research UK sought our expertise in rebranding its iconic Race for Life event, which over the last 30 years, has successfully raised nearly £1 billion in sponsorship, making it a cornerstone in the fight against cancer. However, as the mass participation landscape evolved, the brand faced challenges in maintaining its competitive edge.
Grid of four images with three people in Race for Life t-shirts, a pink and blue graphic with 'Together we raised over £2500!' text, a white woman with face paint and the Race for Life start line with people crossing over it.

A New Era for Race For Life

MATTA has taken the Race for Life through a comprehensive rebranding process, propelling the brand into a new era of mass participation and community engagement. Emphasising the magical experience of participating in the event, encapsulated by the slogan “moving together is surprisingly moving,” the rebrand led to a complete evolution of the brand identity.
Race for Sophie text with pink and purple gradient spot graphic
Branded Race for Life tote bag
Branded Race for Life water bottle which says 'Together we are beating cancer'
Branded Race for Life brochure with image of women waving in pink shirts
Race for Life start line with large group of female runners wearing pink

Inspired by Togetherness and Progression

Another key element of the rebrand includes moving away from a purely pink palette and breast cancer-centric imagery to represent and support all cancer types. The impact on race sign-ups and funds raised in its inaugural year at dozens of races across the UK will be available later in the year.
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