The Lion Foundation

Love of Community

The Challenge

The Lion Foundation has funded New Zealand community projects for years, yet this vital contribution has gone largely unseen and unsung. With mounting government scrutiny and potential regulatory action threatening to shut off gaming funding entirely, the organisation wanted to prepare to stand apart from operators less committed to responsible gambling protocols and community wellbeing. The challenge: refresh the brand to position The Lion Foundation as a contemporary leader aligned with modern New Zealand values – before the opportunity is lost.

The Solution

Our concept for the rebrand aspires to give The Lion Foundation back its heart and voice, repositioning it as a champion encouraging communities to endeavour, pull together, and achieve life-changing ambitions that become legacies. The strategy centres on celebrating community power, connectedness, abundant generosity and solidarity—the backbone of kiwi spirit. The invitation is clear: a better future is assured when you 'walk with the Lion.' The bold wordmark and lion image establishes a flexible design system, bold and inclusive – signaling a well-managed, authentic organisation in tune with today's New Zealand.

The Outcome

Our concept work promises to position The Lion Foundation as a responsible, forward-thinking organisation distinct from other gaming operators. The contemporary identity equips the foundation to navigate uncertain regulatory environments while championing the vital role that responsible gaming funding plays in supporting communities where they need it most.

N.B. The work displayed here is concept only at this stage.