Girl Scouts have been around for a hundred years. That’s both the good news…and the bad news. Girls today tend to think of it as a dated organization where girls make bead necklaces and go to camp.

The reality is that today, girls go to X-Camp and to Space Camp…travel to cool places…work on women’s issues…build Habitat homes…and prepare themselves for amazing careers.

We were tasked with changing the image of Girl Scouts for both girls and potential adult volunteers. We developed a logo, “Girl Scouts 2011”  Each year we are changing it, “Girl Scouts 2012” etc.

This not only instantly says they are up-to-date…but that Girl Scouts itself is changing continuously to keep moving as fast as the world around us is. 

We then attached that logo to imagery that shows cool girls doing cool things. Since part of the message is the breadth of things the girls now do, we designed messaging that shows a list of today’s Girl Scout activities, then highlights the one we are seeing. We then made heavy use of mall dioramas…the huge backlit installations in malls. It was a great place to connect with girls and their mothers.

The most immediate need for Girl Scouts had was to introduce the new branding to their leaders from around the country at their upcoming national meeting. The day of the meeting, one of our clients called right after the video was presented to tell us that it had received a standing ovation. That video has been used in many ways since then…from events to online.

MALL DIORAMAS

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