Design Lions
The Design Lions celebrate visual craftsmanship.
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Introduction
The history of the Design Lions
The Design Lions were introduced in 2008 to recognise excellence in design within the marketing and advertising industries. Over the years it’s evolved to reflect the growing importance of design in creating meaningful connections between brands and consumers. This Lion honours work that demonstrates creativity, innovation, and craftsmanship, showcasing how thoughtful design can elevate brand storytelling and create lasting impact.
This year the Design Lions have been updated to reflect the current priorities and evolving practices of design. The new Transformative Design category will celebrate innovative, forward-thinking work that demonstrates how design can shape behaviour, advance social and environmental goals and set new standards for creativity and impact.
These new sub categories recognise work that not only stands out but also drives real progress and innovation, celebrating design’s power to effect change in a variety of contexts – from creating accessible, inclusive spaces to using technology in original ways that redefine how people interact with the world.
What kind of work can be entered?
Work may include graphic design, branding, packaging, product design, digital design, environmental design, innovative visual identity systems, logo design, website and app interfaces, and user experience (UX) design.
The work may feature physical products and their design elements, such as packaging, retail displays, or installations, as well as experiential work that uses design to create immersive brand experiences in public spaces or at events. Additionally, the Lion honours work that integrates design with technology, such as interactive design, motion graphics, and digital installations that push the boundaries of how design engages audiences.
What's the Jury looking for?
The work should demonstrate exceptional creativity, innovation, and craftsmanship in the use of design to solve problems, communicate ideas, and create impactful brand experiences. Work that pushes the boundaries of design, whether through graphic design, branding, product packaging, or digital interfaces, and that effectively engage audiences in meaningful ways.
Additionally the work should be strategically sound, showcasing how design can drive business outcomes, shape brand identity and create a lasting impact.

EDIBLE LITERATURE | KAMEYA YOSHINAGA | VML OGILVY JAPAN, TOKYO | BRONZE, DESIGN LIONS | 2024
The Categories
A. Brand Design
Excellence in visual communication and design that effectively conveys messages across various platforms.
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 08 February 2024 and 10 April 2025.
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.
B. Transformative Design
Transformational design focusing on innovative, impactful, and forward-thinking work that goes beyond traditional approaches to create meaningful change.
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.
Eligibility
Work will need to have been executed during the eligibility period of 8 February 2024 - 10 April 2025.
All work entered into category 'A04. Product Design' must be available for purchase in order to be eligible.
Is there a limit to how many times I can enter?
There is no overall limit to how many times the same piece of work can be entered into Design as long as the categories chosen are relevant.

IT'S TIME FOR YOUR TIME | FRANC ARMAN WINES | STUDIO TUMPIC PRENC, ROVINJ | BRONZE, DESIGN LIONS | 2024
Previous Winners
Sightwalks
Cannes Lions 2024 Grand Prix Circus Grey, Lima / Sol Cement / 2024
Sol Cement, a Peruvian cement brand, addressed a global issue with a simple solution: tactile paving to help visually impaired people locate local businesses and services. It’s estimated that more than 500,000 people will benefit from the project. The designs and patents are open and free to be used all over the world.
SIGHTWALKS | SOL CEMENT | CIRCUS GREY, LIMA | GRAND PRIX, DESIGN LIONS | 2024
Why the work won
The Design Jury awarded this work the Grand Prix for its innovative use of design to create a simple, scalable solution to a global issue, recognising how it tackled a complex challenge with a clear, actionable approach. Jury President Fura Johannesdottir praised the project for its accessibility and impact, noting, "This is open source and any city can apply it tomorrow – what's better than that?"
The work stood out for its ability to offer a universally applicable solution that could be adopted by cities worldwide, making it not only a design achievement but also a tool for positive change. By leveraging open-source principles, the project allowed for easy adaptation and implementation, ensuring that its benefits could be shared globally, without barriers. The Jury was particularly impressed by how the design offered a practical, scalable way to address a pressing issue, demonstrating the power of design to create solutions that can have a wide-reaching and lasting effect on communities across the world.

SIGHTWALKS | SOL CEMENT | CIRCUS GREY, LIMA | GRAND PRIX, DESIGN LIONS | 2024
Inside the Jury Room: Design Lions
To hear more from the Jury and how they decided on the winning work, check out the video below.
Entries & Judging
What are the judging criteria?
A number of criteria will be considered during judging, weighted as follows: 40% idea; 40% execution; 20% results.
What do I need to provide with my entry?
To enter, you’ll need to complete an online entry form, which can be found on the Cannes Lions entry site. In the ‘Written Explanation’ section, you’ll be asked to provide the Jury with everything they need to know about your work.
You’ll also be able to submit optional supporting materials to provide additional context with your entry.
All case films, films, demo films and original content must be subtitled in English.
Detailed information outlining the entry process can be found on A Guide to the Cannes Lions Awards.
What if I don’t have all the details right away?
Don’t worry – you can fill in the form in any order and save your progress at any time while it’s still in the pending stage. However, please only check out when your entry is 100% complete as no changes can be made to your entry once you’ve clicked “Submit” and “Checkout”.
The Written Submission
Here’s the questions you’ll be asked regarding your work.
To start your entry to the Design Lions, go to our Awards page.
The Jury will refer to the written explanation you provide throughout the judging process. Our advice is to provide as much relevant detail as possible.
When answering the following questions keep the main element you’re trying to celebrate in mind (e.g. the storytelling, the strategy, the craft, the use of data).
The bullet points under each question are prompts designed to guide your thinking, based on the factors the jury will be considering when reviewing your work. You might not need to use them all, and that’s totally fine. They’re there to help you consider what’s most important in your work.
Questions
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.
- Yes
- No
This question is compulsory.
I would like the Jury to see this response when judging this work (tick box)
Please outline how this piece of work has aligned with the brand’s sustainability strategy. This could involve either operational measures to reduce the impact on the environment, and consumer strategies to encourage positive behaviour change, or both.
Please provide details of the benchmarks used for measuring the success of this piece of work’s contribution to the overall strategy. This could include, but is not limited to, targets around advertising business operations - advertising production - media planning and buying.
This question is optional.
I would like the Jury to see this response when judging this work (tick box)
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?
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.
Category Specific Questions
Is this product available for purchase?
The word limit for this section is 150 words.
This question is compulsory for A04.

NEW GEN ENERGY | OLGERDIN | BRANDENBURG, REYKJAVIK | BRONZE, DESIGN LIONS | 2024
Contact us
Everything you need to know to enter
For more detailed information on how to use the entry site, craft a compelling submission or submit your work we have a whole range of resources.
From Entry Guides that give you a step-by-step overview of the entire process to the Entry Kits that provide all the detailed rules and requirements for each and every category.

We are here to help
As Awards Experts, we know the Lions inside out. We can help with:
- Sharing the updates to the Awards for 2025
- Offering best-practice advice on how to craft a compelling entry
- Discussing your work and relevant categories
- Scheduling regular catch-ups to answer any questions that arise throughout the entry process.
Whether you have a specific query or would like expert advice, get in touch today.
Email: awards@canneslions.com Helpline: +44 0 20 7046 1155