Rufus Leonard brands QinetiQ South Pole Race team

Rufus Leonard has developed the branding and digital touchpoints for Team QinetiQ, which will take part in the international Amundsen Omega 3 South Pole Race later this year.

Olympic gold medalist James Cracknell and TV presenter Ben Fogle have joined forces as Team QinetiQ, under the auspices of the science and technology company, competing against teams from around the world in the race to the South Pole.

Rufus Leonard was appointed to the project at the beginning of this year, having worked as QinetiQ’s principal brand and digital consultancy since 2001, according to a spokeswoman for the consultancy.

The brief was to design and build the Web site,, as well as to develop the Team QinetiQ identity, key messaging, launch materials and internal communications, says the spokeswoman.

Monitoring sleep patterns, devising special diets, preparing their bodies for the effects of extreme cold in climate chambers and analysing their personalities in order to maximise teamwork will form part of Team QinetiQ’s preparation plans for its team’s participation in the race.

The race is expected to start in December and will include international teams racing more than 650km to the geographical pole.

The first race of this century, almost 100 years after Scott and Amundsen’s historic race, will see the teams pulling 90kg sledges over the same route, with the same equipment from the same start line.

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