Girl Scouts

It’s been a long time since I was a girl scout. Admittedly, my stint was short-lived, but damn, the Girl Scouts new look kind of has me thinking, “Sign me up!” One of the most prominent #girlpower organizations in the world is walking the walk and talking the talk.

Left: Old look Right: New Look

What strikes me immediately about this new look is its youthfulness. The colors, the design elements, all of it are approachable to the most important people: girls. The rainbow color palette, the bold graphics, simple shapes is everything. You think: stickers, camp, friendship bracelets, key chains, badges, patches, and…emojis. YES. There are likely few who would draw a line from texting and emojis to the well-earned Girl Scout badge. But, it’s brilliant. It connects this iconic, historic brand to the present day.

Not to mention that it hard to take in these new visuals and not think FUN. The stodgy regiment is all but gone in favor of kids having educational FUN. This even comes across in the way the brand guidelines are represented. The in-house marketing team over at Girl Scouts gets to have FUN too!

At Studio Eighty Seven, we are often tasked with honoring a brand’s legacy during the rebranding process. And while the Girl Scouts new look is new, and young, and hip, and fresh—the iconic trefoil and the color green remain.

We’re visual folks over here at Studio Eighty Seven, but we’re suckers for powerful copy. Especially copy that reads flawlessly, and is powerfully straight-forward, but still gives you all the feels. That’s what we have when we read some of the copy in this campaign. The feels. The writing is inspirational and direct, which is exactly how we should speak to children. Keep it simple. Inspire. Lead.

Girl Scouts of the uSA Tone of Voice; Manifesto

As I mentioned, I am immediately struck by the youthfulness of this new look; however, as a parent I am equally impressed and excited for the opportunities (STEM opportunities!) being put in front of young girls.

Credits: The team over at Collins. (Bravo!)