Cannes Lions
Brand Identity
Brand Strategy
Art Direction
Creative Leadership

Context
LIONS, The Home of Creativity, is a global platform championing creative excellence. In 2020, the organisation evolved beyond the annual Cannes Lions Festival to become a year-round destination for the global creative community.

Challenge
As LIONS expanded its vision, the brand needed to signal a fundamental shift, from a prestigious annual event to an always-on platform. To gain industry trust and support this evolution, the organisation required a new identity and product framework that clearly articulated its renewed purpose and long-term ambition.

Strategic Approach
Working closely with Managing Director Simon Cook and VP of Marketing Ilaria Pasquinelli, I helped define a brand foundation centred on LIONS’ ambition to become the “Home of Creativity.” The strategy was built around six core values, creative excellence, recognition and celebration, inclusivity, integrity, continuous evolution, and community connection, creating a clear and scalable platform for growth.

Creative Solution
We developed a cohesive brand identity and system designed to unify multiple products and touchpoints under a single, confident masterbrand. The new visual language balanced heritage and authority with modernity and accessibility, enabling LIONS to communicate consistently across digital platforms, live experiences, and global communications.

Impact
The rebrand repositioned LIONS as a future-facing, always-on creative authority. It strengthened stakeholder confidence, clarified the organisation’s expanded role within the industry, and established a scalable brand platform to support continued growth beyond the festival.