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TEAM BLAKELEY JONES, COPYWRITER CHRISTINE PIZZO, CREATIVE TECHNOLOGIST DONNIE PLUMLY, CREATIVE TECHNOLOGIST ELYSE JALBERT, CREATIVE TECHNOLOGIST JEREMY CHACICH, COMMUNICATION STRATEGIST MICHELLE GRANT, ART DIRECTOR

STRATEGY Update the Boy Scouts of America to fit the wants & needs of the modern day boy.

CONCEPT

TACTICS

Over the past decade membership has declined within the Boy Scouts of America. When discussed, most feel it is “old-fashioned” and “close-minded”. Practially everyone associates the organization with the wilderness, but miss out on the vast range of offerings in many disciplines, such as metalworking, pottery, communications, etc.

USER JOURNEY INFOGRAPHIC LOGO RE-DESIGN BADGE RE-DESIGN T-SHIRT DESIGN ONLINE PLATFORM PAMPLET PRINT POSTERS GUERILLA CAMPAIGN COMMERCIAL

We have re-structured the Boy Scouts journey to fit an individual boy’s interests and personality. The numerous merit badges are broken up into eight tracks, allowing a scout to focus on a specific area of interest and strongly hone a set of skills before heading to college or the workforce. No longer will they recieve a general rank of Eagle Scout, but now an ‘Eagle Scout Specialized in Engineering’, etc. Each execution is centered on providing education and highlighting the benefits of the new specialized track system, while also incorporating a modern feel to make the BSA currently relevant and appealing in the future.


SPECIALIZATION SYSTEM JOURNEY Through the new specialized journey the badges are broken up into eight tracks. In the ranks Scout through 1st Class the scout is required to earn one badge for each track to test out and discover their specific interest. At the Star Rank they will decide on one track to pursue. They will then be required to earn core badges, previously named Eagle Badges, along with their track badges. Under this new structure, scouts will be able to enrich their knowledge and understanding in a particular field of study of their choosing to better prepare themselves for their future career. It’s the individual strengths of each scout that contribute to the success of the organization as a whole.


LOGO UPDATE

TRACK SYSTEM BADGES To update the badges for the Ceremonial Uniform we began with the new Tracks. The shape is now a hexagon for easier placement and clean layout vs. the traditional circles. The simplistic design is modern as well as cost-effective for production vs. the previously intricate and often undistinguishable badges.

To honor the tradition and legacy of the BSA, while giving a modern feel; we pared the logo down to the Fleur-de-lis that stands for the worldwide meaning of Scouting, derived from the age old symbol for north on a map. The two stars represent knowloedge and truth. And the gold reflects the original BSA logo, minus the eagle. The flat design feel gives a modern yet timeless use of the logo.

MERIT BADGES


ADDRESSING THE UNIFORM The BSA uniform is iconic, and a tradition we did not want to alter, minus the badge re-design. Upon reaching the Star Rank -where you determine your specific track- each boy scout will recieve a t-shirt to represent his track during troop meetings or other scout outings that do not require the uniform. This allows the scouts to be a bit more comfortable and modern, while still representing the BSA.


INTERNAL ONLINE PLATFORM As a compass guides your way in the wilderness, the online platform ‘Compass’ will guide the boy scouts through this new specialized system. This contextually aware platform tracks where a scout is on his journey and provides resources to rank up. Scouts can quickly navigate through all the badges, create wish lists, and provide feedback or tips on badges they have earned. Online courses are also available to assist in training for specialized track badges. The platform is highly social, where scouts can follow their troop’s activity and connect with other scouts nationwide.


INFORMATIONAL PAMPHLET The pamphlet is designed as a quick snapshot of the changes to the BSA structure. It contains the infographic as well as messaging to parents explaining the benefits of joining. These will be placed in locations for parents to pick up, or sent home with kids in schools. To engage the boys, the back has fun removable stickers of the track badges.


PRINT POSTERS The print is tailored to each track; shown are Wilderness, Arts and Computer Science. Each ad speaks to the traits and interest of each individual boy, while showcasing the new system of specialization.


GEOCACHE CAMPAIGN Geocaching is a GPS outdoor treasure hunt to locate hidden containers. Taking the sense of adventure of this activity; the BSA would hide geocaches around cities for all boys to find, in locations related to one of the new tracks (Science near the Science Museum, Arts near a gallery, etc). Each cache will have information pertaining to the track, clues to the next location and an activity to complete in order to take one of the badges contained within.


YOU BELONG

Boy Scouts of America-Christine Pizzo  

Student work via the VCU Brandcenter.

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