There are three Girl Scout resident camps in western Washington, each with its own unique personality and loyal following. The logos that were being used were dated and inconsistent. None of them were designed to be usable across multiple mediums — other Girl Scouts of Western Washington departments wouldn’t use them. Camp staff wanted a series of cohesive logos created that could use be used across print materials and apparel.
ROLE
I conducted research, created mood boards, designed the Girl Scout Camp brand and assets, managed the roll-out, and developed brand guidelines and training materials
VISION
The camp colors and iconography, were inspired by the activities, landscapes, and feelings of each camp. Each camp lock-up needed to feel unique to the spirit of each camp but also compliment each other. Per Girl Scout brand guidelines, Girl Scout Green and the font Trefoil have to appear in all assets. I selected a vibrant teal, orange and, lime to compliment both the individual camp's personality and that brand guideline. The cursive font was selected to contrast the font Trefoil, as well as bring a bold and playful feel to the design. A series of illustrated patterns were also created to bring a handmade and youthful feel to the camp photography.
PROCESS
Working with Camp staff, we determined the most beloved elements of each camp. St. Albans is known for its viking boats, Robbinswold is known for its beach activities and River Ranch is known for its covered wagons. With these images in mind, I designed the color pallet, logos, icons, and illustrations that were included in the brand.
I worked with the Marketing team as we began rolling out and testing the new brand through our annual Summer Camp campaign. This included publication of the Summer Guide, digital and print collateral, and social media and advertising campaigns. I designed and created templates for all of these materials.
Following the development of the brand, I met with the Retail team to collaborate on translating these assets into merchandise. It was then I learned the limitations of merchandise mediums. The retail team needed multiple logos for use on merchandise ranging from screen printing to embroidery. To solve for this, I developed three alternate "short hand" logos and icons for each camp.
I also created brand guides and training materials.
RESULTS
Following the rollout of the new brand, camp attendance and retail sales increased.