The Russian invasion of Ukraine in 2022 has put significant pressure on the European Union’s (EU) role conceptions, challenging its self-perception as a normative and civilian power. This article explores the impact of the invasion on EU role conceptions through the lens of ontological security theory. We differentiate between ontological insecurity and crisis, elucidating the EU’s responses to acute shocks that disrupt the connection between its self-image and social roles. Drawing on role theory, we examine how the invasion has prompted the EU to reconsider its roles. We identify adjustment, adaptation, innovation, and abandonment as key types of role change, exploring how these responses vary across individual roles within the EU’s role set. By combining qualitative and quantitative content analysis of EU documents, we empirically investigate changes in EU role conceptions pre- and post-invasion. Our analysis contributes to a deeper understanding of role theory’s application to international organizations (IOs), bridging gaps between foreign policy analysis and IO research. In addition, we advance methodological approaches to studying role changes, offering insights into the complex interplay between external events, institutional identity formation, and ontological security in the context of geopolitical crises.