In recent years, Lions International faced key brand challenges that called for strategic change. Research revealed that nearly half of member-reported service activities did not align with the organization’s defined cause areas—an issue that weakened brand consistency and clarity. Central to the organization’s identity, these misalignments created confusion both internally and externally. Additionally, Lions’ foundation, which provides critical funding and grants to support service throughout the organization, lacked visibility and recognition as part of the broader brand.
In response, a strategic brand refresh was launched to unify messaging and strengthen the organization’s presence. With resources limited, this transition was intentionally phased over several years to minimize disruption and ensure long-term sustainability. Additionally, we refined our creative process, strategy, and culture to better support the updated approach.
While this evolution is ongoing, the progress so far is undeniable. The following presentation highlights key strategies, milestones, and visual updates that have shaped this transformation.
