Design Lions

Creation of a new brand or corporate identity for any product, service or organisation. This can include, but not be limited to, logos, stationery, and other branded materials.

Please note this must be for a new brand or corporate identity.

Rebrand/refresh of an existing brand identity for any product, service or organisation.

Please provide examples of the previous branding for comparison.

Celebrates innovative and effective packaging that enhances the brand experience.

Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.

Design that increases brand value through functional and aesthetic resolution demonstrating brand qualities/product identity through form, function, usability, aesthetics, problem-solving, production, research and manufacturability.

The product must have been available for purchase between 06 February 2025 and 09 April 2026.

Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.

This could include, but not be limited to, magazines, newspapers, brochures or articles.

Online publications should be entered into A07. Digital Design.

Including editorial and cover design for printed books. The submission should indicate whether only the cover or the whole book should be considered/judged. E-books should be entered into A07. Digital Design.

The execution of design to aid the function and use of the digital product. This may include, but is not limited to, websites, online publications, digital installations, apps, data visualisation, virtual worlds, etc. Does not include prototypes of early-stage technology.

Work focused on the design, construction and personal experience of the brand story or message, demonstrating why the target audience found the experience remarkable, meaningful and memorable. This may include, but not be limited to, retail environments, pop-up stores, exhibition stands or branded interiors, etc.

Work that has produced measurable, tangible business results. The work should detail how effectiveness was measured and evaluated and should demonstrate how the work was instrumental to cultural change or integral to achieving a brand’s purpose.

Collection of media used to promote the brand and support the sales and marketing of a product or service. This could include, but not be limited to, press/media kits, games, branded stationery, etc.

Domestic consumer objects and products that are produced in a low-volume series, as well as bespoke, one-off items.

The execution of design with the intention of increasing engagement through social media platforms. This may include, but is not limited to, Facebook, Instagram, X, Snapchat, TikTok and other social media platforms.

Poster design for the use of promotion and brand communication. "

Poster campaigns of more than two executions should be entered together as a single entry.

Concepts developed for another medium and applied to a poster format are not eligible in this category.

This could include, but not be limited to, calendars, invitations, postcards, tickets and seasonal greeting cards, clothing, promotional gifts and samples, etc.

Work that uses intellectual property (IP) to create distinctive brand identities and compelling narratives. This could include, but is not limited to, the strategic use of trademarks, copyrights, patents, characters, or proprietary designs to enhance storytelling, drive audience engagement, and establish cultural resonance.

Design work that prioritises inclusivity, ensuring accessibility and engagement for a diverse audience. The work should demonstrate a deep understanding of inclusive design principles, embracing diverse perspectives and needs, including those of individuals with disabilities, underrepresented communities, and varying socio-cultural backgrounds.

Design work that champions sustainability through innovative design and messaging. The work should demonstrate a clear commitment to environmental stewardship, ethical practices, and social responsibility, integrating these values into the core of the work.

Groundbreaking or experimental design that pushes the boundaries of traditional design work, utilising new technologies, mediums or creative approaches.

Recognises the integration of cutting-edge technologies, such as AI, AR/VR, etc, to create innovative and transformative design experiences.

Design solutions that successfully influence and inspire positive behavioural change. The work should demonstrate how design, through visual communication, user experience, or product innovation, has been strategically used to alter habits, attitudes, or actions toward a desired outcome—whether social, safety, or health-related.

Exceptional design work that has played a pivotal role in transforming a brand’s identity. The work should demonstrate how design-led thinking has been strategically used to revitalise or reinvent a brand, whether through a complete rebrand, a visual refresh, or a shift in communication style.

Celebrating the creative application of artificial intelligence to deliver outstanding design solutions. Work should demonstrate how AI has been used to enhance user experiences, solve design challenges, or enable new forms of user-centred experiences. This includes, but is not limited to, AI-powered personalised user journeys, generative design for UX, AI-enabled accessibility programs that transform user experiences, and human-AI collaborative design work. ​

The word limit for this section is 100 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• Describe the background and context behind the work
• What creative challenges did the work face.

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the creative idea:

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?
• Does the work demonstrate relevance to the brand?
• Target audience (consumer demographic / individuals / organisations)

The word limit for this section is 150 words.

This question is compulsory.

• Design elements and their integration
• Design touchpoints
• Materials, style elements, design choices
• Design development and process
• Choice of campaign elements
• Approach
• Scale

The word limit for this section is 150 words.

This question is compulsory.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement, value added to brand)
• change in consumer behaviour (e.g. attitudes, frequency, penetration, value for consumer)
• indications of short-, medium- or long-term sales success (e.g. shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors)
• achievement against the brief
• other KPIs.

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Is this product available for purchase?

The word limit for this section is 150 words.

This question is compulsory for A04.

Please outline how AI powers this design, specifying the user need addressed, the AI method/tool(s) used and where AI appears in the live user journey.