For more than a century, Rotary has united leaders who apply their expertise for the betterment of their communities. Started in Chicago by Paul P. Harris in 1905, Rotary has grown to represent more than 34,000 clubs and 1.2 million members worldwide. It has expanded in both scale and scope, from its decades-long charge to eradicate polio to its everyday commitment to empower youth, enhance health, promote peace and advance communities.
Despite its tremendous impact, its collective contributions were not fully understood by the broader public. Furthermore, advances in technology and a changing landscape — including an influx of micro-causes — made the task of recruiting and retaining members and appealing to strategic partners even more challenging.
Recognizing that past success doesn’t ensure future success, Rotary approached Hayley Berlent and her team in 2011 to help simplify and amplify its brand expression and experience for greater understanding, relevance and impact across touch points.
Key Deliverables
Hayley Berlent and her team of strategists and designers, which included Additive’s Emily Dimiero, embarked on a collaborative and dynamic two-year partnership with Rotary International and The Rotary Foundation, whose global leadership team spanned continents and spoke multiple languages.
To successfully navigate this complex and decentralized organization, we used extensive global research to uncover universal themes and understand local nuances. With inputs representing audiences in 167 countries, we discovered that Rotary has all the strengths necessary for greatness; it was just not effectively communicating its approach and impact in terms relevant to external audiences.
Working in collaboration with a global steering committee, the Board of Directors of Rotary International and the Trustees of The Rotary Foundation, the team crystallized Rotary’s essence, activated its values and amplified its voice. A key part of the brand strategy was to simplify Rotary’s story and highlight its value.
To bring Rotary’s global impact, unprecedented scale and social responsibility to life, the team then developed a brand architecture framework that clearly signaled how audiences can engage with Rotary — join leaders (clubs), exchange ideas (peace centers, student exchanges, international conventions, etc.), and take action (local and global service projects).
In addition to the extensive strategy work, Hayley oversaw the refresh of Rotary’s look and feel, including its logo, and digital experience.
Through the tireless commitment of Hayley and the team, we were able to help Rotary communicate its global impact in a manner that is relevant and meaningful to its various audiences across all points of interaction.
“Rotary has always been an organization defined by the compassion and great work of its members. With our new public image platform, visual identity and digital experience, Rotary’s passion for a better world is now at the forefront for all to see,” said Rotary International General Secretary, John Hewko.
