PROJECT DESCRIPTION

Girl Scouts of America. The oldest, most historic organization for girls in America with 1.7 million current Girl Scouts and 50 million alumnae. For over a century this movement has been integrated into nearly every cultural milestone of the country. From women’s suffrage to civil rights, they’ve been there. Pioneering female leadership and empowering girls to act on their dreams and change the world.

Over the past few decades, their legacy began to live in a cookie-shaped shadow. With their relevance in culture dwindling and membership down, Girl Scouts invited COLLINS to evolve and reestablish their brand as an unignorable cultural force in the lives of young women.

To visually represent Girl Scouts' many ambitions, we placed patches and badges - their iconic symbol of achievement - at the heart of their new identity system. This set of tools can be arranged in simple or expressive applications by councils across the country to create broad yet cohesive communications. We simplified their symbol to the simple, iconic silhouette that has been with the organization from the beginning: the Trefoil. Pairing this with a vibrant palette, Girl Scouts can reassert their legacy as a brand girls are proud to represent.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as change agent

Client Relationship: Unknown (NA) / Other (if other, please explain) NA

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Confidential / Not available

Production/Execution Budget: Confidential / Not Available

Source of Funding: Client

Typefaces: Girl Scouts Serif by Neil Summerour

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Megan Bowker

Art Director:

Designers: Kristine Lim, Sanuk Kim, Camille Sauve

Researchers:

Developers:

Copywriter: Madeleine Carrucan

Illustrator:

Photographer: Mari Juliano

Printer:

Producer:

Other Credits: Antonia Lazar - Business Director, Dash Alison - Strategy Director, Niamh Walsh - Associate Business Director

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