With their membership numbers down, the Leo Clubs were looking for a change. They were using outdated and inconsistent brand materials that were not attracting new youth memberships. They also did not have a system in place to differentiate between the two distinct age groups – Alphas and Omegas – while maintaining a consistent brand identity.

And, since Leo Clubs is an international organization, the design of the membership and marketing collateral had to be flexible enough to allow for the production of multiple languages.

First, the brand strategists at Blue Silver led a branding workshop to discover the Leo Clubs brand position and messaging. We used these learnings to create a brand that was global, fun, and had a youthful energy that an international group could connect with.

After simplifying their existing logo to a more modern emblem, we combined a bright color palette, clean and bold typography, and fun graphic elements to shape a brand toolbox. To form a cohesive yet identifiable look for the Alpha and Omega groups, we focused primarily on color hierarchy, photography and slight typographic differences – applying the bolder, brighter elements to the Alpha brand and the crisper, sophisticated elements to the Omega brand.

To communicate the brand's global sense, we incorporated photography of people from all countries and ethnicities with supporting photography showing the active community service that is at the heart of Leo.

The newly energized brand in turn energized the Leo Clubs. Their brand had evolved to truly reflect the significant work and exciting opportunities that Leo provides its youth members around the world.