Design Portfolio

The brand

A key part of the Scouting brand is the fleur de lis, a symbol that has been synonymous with Scouts for generations. The fleur de lis originated as a badge used by the military to identify scouts, who were known for their ability to find their way. The person who wore this badge indicated that they had a deep understanding of the surroundings, a sense of direction, and the ability to lead others. Over time, however, as the Scout movement expanded globally, there were complaints that the symbol seemed overly militaristic, which prompted Lord Robert Baden-Powell, the founder of the Scouting movement, to make a change. In response to these concerns, Baden-Powell decided to rename the symbol after a stylized lily, which was symbolic of peace and purity—qualities that align with the fundamental ideals of Scouting. (www.scouts.org.uk, n.d.)

However, the fleur de lis carries multiple layers of meaning beyond its origins. The symbol itself represents a Scout’s service to others, obedience to the Scout law, and the duty to God or adherence to Scout values. The rope that circles the fleur de lis represents unity, and the reef knot—an inseparable knot symbolized by the rope—emphasizes the unbreakable bond of the worldwide Scouting movement. This reef knot represents the strength and resilience of the Scouting community, no matter the challenges faced. Given the strong symbolism and historical significance of the fleur de lis, it is an essential element in the Scouting brand identity, remaining a key part of the branding and design elements because of its immediate recognizability and deep-rooted connection to the Scouting ethos.

After looking at the current Scouting brand guidelines,it was clear that the existing colors—Scout purple and Scout teal—would be carried forward in the rebranding. The reason for this is because purple is associated with Scouting and carries connotations of creativity, wisdom, and respect, all of which align with the core values of the movement. On the other hand, teal looks calming and complements the purple, creating a harmonious aesthetic.

The ultimate goal of this campaign is to increase participation in Scouting by attracting more young people and adult leaders to join the movement. If successful, the campaign will help build more vibrant communities and increase the number of participants at local Scout groups, which will, in turn, contribute to the broader Scouting community.

Website Re-design

It is essential for organizations like Scouts to have a strong online presence. Since a majority of communication now occurs through digital platforms, it is important that the Scouting website be visually engaging, easy to navigate, and informative. The redesigned website reflects this need for visual appeal and user engagement and show cases what Scouting is all about through bold imagery.

The home page of the redesigned website is made to give a sense of adventure and curiosity, which are central to the Scouting experience. It’s designed with both children and adults in mind, ensuring that visitors of all ages can easily understand and access information about Scouting activities. In order to make the website as inclusive as possible, special attention was paid to ensuring that there are no overlapping colors that could create difficulties for those with visual impairments, such as color blindness.

Furthermore, the website encourages interaction through features like image carousels and news updates, which keep visitors engaged and informed. Call to action, such as “buy now”, “read more”, and “donate now”, are strategically placed to encourage user engagement and allow people to take action in supporting or joining the movement.

To increase the reach and impact of the #ExploreDiscoverGrow campaign, a multi-platform social media strategy has been developed. The focus is primarily on popular platforms such as Instagram, Facebook, and TikTok, as these are the spaces where younger audiences tend to congregate. By using the hashtag across these platforms, the campaign is positioned to increase visibility and create the potential for the message to go viral, encouraging even more people to join the movement.

The social media posts are designed with a specific aesthetic in mind, borrowing from the nostalgic and personal feel of a scrapbook. This design approach encourages viewers to connect more deeply with the content, as it creates a sense of shared memories and experiences. It’s a visual invitation to become part of something larger, and to feel as though they’re joining a community that values exploration, discovery, and growth. By using the scrapbook concept, the posts not only feel personal but also convey the idea that Scouting is about building a life full of meaningful, lasting memories.

The words explore, discover, and grow were chosen as the central themes for the campaign because they encapsulate the essence of Scouting. Explore speaks to the thrill of going into new environments and taking on adventures. Discover emphasizes the learning and personal growth that comes from these experiences, and grow highlights the development of both the individual Scout and the collective group. This messaging will resonate with both potential Scouts and leaders, emphasizing the personal and community benefits of joining Scouting.

To go alongside these posts there is a video which can be used for promoting the organisation on platforms such as TikTok. The video is kept short to ensure that it keeps the attention of the viewer as a viewer may not give the video their full attention if it is more than 2 minutes long.

Merchandise

Merchandise plays a key role in supporting the campaign and raising funds for local Scout groups. Beyond its practical function, it also serves as a form of passive promotion, allowing Scouts and supporters to wear their affiliation proudly. The campaign merchandise includes eco-friendly jumpers made from recycled materials, reinforcing Scouting’s commitment to environmental sustainability—one of its core values. By using recycled materials, the Scouting movement showcases its ongoing commitment to protecting the world that Scouts are sworn to care for.

There are two primary colors for the jumpers: white and black. Each jumper features a design on the back, showcasing elements that tie directly into the Scouting ethos and the front of the jumper has one of the words from the campaign hashtag, accompanied by graphic elements. The variety of color options gives individuals the ability to choose a design that resonates most with them, making the merchandise more personal and appealing.

The jumpers will be available for purchase directly through the Scouting website, which helps ensure that funds raised through merchandise sales are directed toward the development and growth of Scouting activities. This reassures potential buyers that their contributions are making a real difference in supporting the mission of the movement.