Lambda Chi Alpha
Greek Life is Searching for a Hero
Our challenge: show how lambda chi was committed to changing the meaning of the word fraternity.
Redefining Fraternity
Since its inception in 1909, Lambda Chi Alpha dared to be different. Yet, despite its ambitious goal to grow and attract new members, the reality was that perception of fraternities was diminishing. Low perceived value, concern for party and hazing culture and lack of brand awareness were barriers to growth.
MORE THAN A BROTHERHOOD
A Bold Way Forward
Through brand workshops, it became obvious that Lambda Chi wasn’t just another brotherhood. The truth was, it had staked its flag – solidly – to being committed to cultivating high-character men. Our research found that Lambda Chi was uniquely positioned to add value that parents and institutions sought by contributing to a well-rounded education, the programming to cultivate lifelong leadership and the reasons to belong that resonated with potential members.
There was a gap in the Greek System. It was our job to help Lambda Chi – and all 200,000 members – fully realize they were about more than better men, but about building a bolder, better world.
We helped Lambda Chi fully articulate how they prepared young men to make a positive impact on themselves and society, through a new comprehensive brand strategy and website built upon their new brand platform.
Generational Empowerment
We have a clear understanding of today’s students. Time after time, Lambda Chi has helped men of different backgrounds and perspectives face and overcome unique generational challenges. As workforce needs, technology advances, and societal expectations change and evolve, Lambda Chi remains committed to creating a powerful cycle of authentic men.
Equal Membership
Members experience Lambda Chi life from day one without competing for loyalty or pride. From the first time a brother chooses Lambda Chi, we educate them on our history and values and show what it means to lead with service and purpose. Brothers accept and welcome these new members for who they are and who they will become.
Selfless Service
We serve from a place of advocating for others and making intentional change. Our leadership model enables men to roll their sleeves up and support their local communities where they need help most. Giving back means something personal to each of us.
Lifelong Leadership
College is the start of it all, but the benefits of Lambda Chi brotherhood reach new heights when a man finds ways to bring his best self to his family, industry and community at every stage of his life. Lambda Chi equips our brothers to embody leadership on and off campus, and in everything they do.
Live Your Story
Men have a mark to make. And to show how brothers were making a lasting impact, we created a campaign that speaks not only to writing one’s own story, but also contributing to the evolution of the brotherhood.
