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The global organization includes Rotary, Rotary International, The Rotary Foundation and more than 34,000 clubs worldwide. Its membership comprises neighbors, community leaders and global citizens who come together to exchange ideas and take action to improve communities around the world.
"Rotary has had a tremendous global impact over the past 100 years—including the decades-long charge to eradicate polio; however, much of the organization's collective contributions were not being fully recognized by the public," said Rotary International President
Ron D. Burton. "So in 2011, we engaged Siegel+Gale to help us clearly communicate who we are and what we do for greater understanding, relevance and impact."
Through extensive global research, Siegel+Gale discovered that Rotary had all the necessary strengths for greatness—it just needed to communicate its differentiated approach and impact in terms that were clear and compelling to its audiences.
"Our team worked collaboratively and tirelessly with Rotary—with input from thousands of Rotarians—to crystallize Rotary's essence, amplify its voice, and activate its values," said
David Srere, co-CEO and chief strategy officer of Siegel+Gale. "Rotary is a tremendously impressive global organization, and the team's challenge was to dramatize the breadth and depth of its impact. Harnessing the power of simplicity, together we cut through the volume and complexity of the organization to present a clear, credible and compelling story."
Working with a global steering committee, the Board of Directors of Rotary International and the Trustees of the Rotary Foundation, Siegel+Gale helped Rotary to elevate the benefit of bringing together diverse perspectives to solve problems, and, ultimately, define the type of impact Rotary creates—community impact scaled globally. The team then developed a brand architecture framework that clearly signaled how both members and non-members can engage with Rotary—join leaders, exchange ideas and take action through local and global service projects.