Rela created the complete visual identity system for the body lab 2026 Summer Challenge, extending this year’s campaign theme into a unified visual language across all touchpoints.

This year’s Summer Challenge introduced a new two-person team format, where participants accumulate star points together. Rather than expressing the campaign theme and the points mechanism separately, we sought to unify both through a single visual symbol.

The entire identity system revolves around one core symbol: two silhouettes of athletes training side by side, whose overlapping negative space naturally forms a star — embedding the duo team format, star points mechanism, and community spirit into a single visual identity.

Built around this concept, we developed the campaign’s Key Visual and visual identity system, extending it across digital communications, event spaces, merchandise, and on-site applications — ensuring that the visuals not only depict what the event looks like, but also convey the logic behind how it works.

Stronger Together.