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FutureBrand creates branding for new climate change initiative
Carbon Trust partners with TEAMORIGIN for America’s Cup bid
Futurebrand, the leading design agency, has created the brand identity and marketing collateral for Race for Change — a new initiative that uses the UK’s bid for America’s Cup glory to inspire action on climate change. Race for Change is being headed by TEAMORIGIN, the British America’s Cup Sailing Team. The Carbon Trust, the world-leading expert in carbon reduction, has signed up as environmental partner to provide practical advice to TEAMORIGIN and its commercial partners on how to reduce their carbon emissions. Founded in 2007 by Deputy Chairman of LOCOG, Sir Keith Mills, TEAMORIGIN has spent the last six months developing a strategy that harnesses the power of sport to create awareness of the urgent need to tackle climate change. You should mention that FutureBrand created the brand identity for TEAMORIGIN when it was first launched in Jan 07 : Futurebrand has now been brought in to create an identity system that conveys the Race for Life story to all stakeholders, from the public to other partners who sign up to the project. Sir Keith Mills, Team Principal of TEAMORIGIN, said: “We are thrilled to announce ‘Race for Change’ backed by our partnership with the Carbon Trust. The sport of sailing provides an intrinsic fit with the growing environmental consciousness of today. ‘Race for Change’ will use the power of sport to communicate an important and urgent message about the need to reduce carbon emissions. We hope to attract commercial partners that see this as an opportunity to showcase and build on their own commitments to the sustainability agenda.” Tom Delay, CEO of the Carbon Trust, commented: “We look forward to providing our expertise in carbon reduction to TEAMORIGIN and its commercial partners. We hope that ‘Race for Change’ will not only demonstrate that sport has an important part to play in fighting climate change but will also encourage other sporting events, teams and sponsors to reduce their own carbon emissions.” Nick Stern, Head of the Government Economic Service and Advisor to the Government on the economics of climate change and development, stated: “The Race for Change programme being launched by TEAMORIGIN, with the Carbon Trust as its environmental partner, should act as an inspiration for action around climate change. Using the power and emotion, analysis and commitment that surrounds sport, this initiative is sure to draw attention and persuade followers of the need for urgent action. This is an ideal opportunity for business to join this team and, in doing so, demonstrate their commitment to the environmental agenda.”
Shane Greeves, global executive creative director at FutureBrand, said: “We’ve been working on the TEAMORIGIN/Race for Change brand to create both an identity, and new, innovative materials, to reflect the environmental credentials and the inspiring nature of this project. The identity, along with all the collateral, will help raise awareness and tell the Race for Change story, and the partnership between TEAMORIGIN and the Carbon Trust.”
ABOUT FUTUREBRAND FutureBrand, part of the Interpublic Group of Companies, is a leading brand consultancy within IPG that commands a global presence spanning 24 cities around the world. Partnering with the world’s leading companies, FutureBrand helps its clients to develop profitable brands both today and in to the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, brand management and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and creative powerful experiences. Clients include ArcelorMittal, Procter & Gamble, Microsoft, Dubai World, Intel, Barclays Premier, Nokia, Nestle, Mastercard, UPS and Unilever.
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