We brought a 100-year-old international service organization into the digital age.


From its decades-long charge to eradicate polio to its everyday commitment to empower youth, enhance health, promote peace and advance communities, Rotary has united global leaders who seek to apply their expertise toward the betterment of their communities for more than 100 years. But despite its tremendous impact, its impressive contributions were not fully understood by the broader public. Recognizing that past success doesn’t ensure future success, Rotary approached Siegel+Gale in 2011 to help simplify and amplify its overall brand expression.

After some extensive research with inputs representing audiences in 167 countries, we discovered that Rotary was not effectively communicating its approach and impact in terms relevant to external audiences. The result was a complex story that obscured Rotary’s breadth and depth of impact.


Our team focused first on amplifying the organization’s unique voice and developing a brand strategy that simplified Rotary’s story and highlighted its value for the public. We then created a brand architecture framework that clearly signaled how anyone could engage with Rotary—join clubs, exchange ideas and take action. We also reimagined the visual identity that had come to represent Rotary—the image of a wheel. Rather than setting out to reinvent the wheel, our team celebrated its heritage and built upon its already highly recognizable and globally respected identity.

Our team also overhauled Rotary’s digital presence, recognizing that the member and non-member digital experiences needed to be drastically simplified and dramatically amplified both on the web and for mobile. To address this, we developed two sites: My Rotary, a personalized experience for members, and Rotary.org, an engaging experience for non-members. This digital solution delivered on our “simple is smart” philosophy creating two sites that use the new voice, and streamline content. We ultimately positioned the organization to increase membership, and foster collaboration and participation.


With a new brand identity and digital presence providing the information that people need, whenever and wherever they need it, Rotary is now fully equipped for the digital age. Working through the lens of simplicity, Siegel+Gale was able to help Rotary communicate its global impact in a manner that is both relevant and meaningful to its audiences across all points of interaction, worldwide.

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