GSA: Visual Strategy Guide

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VISUAL STRATEGY GUIDE



VISUAL STRATEGY GUIDE


TABLE OF CONTENTS


01

BRAND OVERVIEW

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About Girl Scouts of America

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02

History Time line

NEW DIRECTION

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Soul of the New GSA

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The New Statement

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Our New Direction

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Key Words

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Brand Visualization

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NEW AUDIENCE

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New Audience Overview

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New Audience

04

THE COMPETITORS

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Competition

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Current Competitors

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Adjacent Competitors

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Aspirational Competitors



01 BRAND OVERVIEW About Girl Scouts of America History highlights


GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

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ABOUT GIRL SCOUTS Girl Scouts provides an opportunity for every girl to feel a sense of belonging to community, to practice bravery, and to have pride in herself.

Many women participated in Girl Scouts when they were girls and have fond memories of being a part of the troop. Mothers want their daughters to grow, to experience fun new skills, and to make friends. The girls want to have fun while learning new skills. The Girl Scouts fulfils these wishes by providing an experience that is equally satisfying to mothers and their daughters. This leads former Girl Scouts to encourage younger girls to join the organization. Former Girl Scouts also become volunteers or leaders, again demonstrating high brand loyalty. The Girl Scouts organization assists in raising girls to be moral, community—oriented people. They grew up as being a member of the Girl Scouts, and stay involved their entire life. When people pass away, some people donate their money to the Girl Scouts organization, which illustrates how positive the Girl Scouts brand equity is. The Girl Scouts is a unique organization, teaching girls a wide variety of skills from health and nutrition to environmental issues and teaching girls about camping. Girl Scouts is additionally one of the only organizations to offer badges for learning a new set of skills.

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BRAND OVERVIEW

ABOUT GIRL SCOUTS

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

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TIME LINE The GSA has a rich history of community outreach programs and inclusive policies. In our own unique way, the GSA has furthered the rights of girls across the US. Our history is full of significant examples of this and we aim to continue this trend into the future.

First Native American Girl Scout troop formed on the Onondaga Reservation in New York State. (1921)Mexican American girls formed a Girl Scout troop in Houston, Texas. (1922).

1910s

1930s

1920s

Juliette Gordon Low founded Girl Scouts in 1912, with an emphasis on inclusiveness, the outdoors, self-reliance, and service.

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During World War II, Girl Scouts contributed to the war effort by acting as bike couriers, maintaining Victory Gardens and collecting fat and scrap metal.

Girl Scouts held “Speak Out” conferences around the country to lend their voices to the fight for racial equality and launched the “ACTION 70” project to help overcome prejudice and build better relationships between people.

1950s

1940s

Throughout the Great Depression, Girl Scouts expands on its community development efforts by collecting and handing out clothing and food for those in need.

1960s

Girl Scouts responded to the Korean War by assembling “Kits for Korea” to send to families in Korea struck by the war.


Girl Scouts introduce a new age group, the Daisy Scouts for kindergarten girls. (1984)

1970s

Girl Scouts entered the first decade of the new millennium focused on the healthy development of girls, establishing the Girl Scout Research Institute to conduct studies and report findings.

1990s

1980s

Girl Scouts held “Speak Out” conferences around the country to lend their voices to the fight for racial equality and launched the “ACTION 70” project to help overcome prejudice and build better relationships between people.

2010s

2000s

Girl Scouts introduced the Technology badge for Girl Scout Juniors, while also tackling illiteracy with the Right to Read service project, which nearly 4 million Girl Scouts and leaders participated in.

Girl Scouts launched Digital Cookie, through which Girl Scout Cookies were sold online by girls for the first time in the history of the iconic cookie program.

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02 NEW DIRECTION Soul of the New GSA The New Statement Our New Direction Key Words Brand Visualization


GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

SOUL OF THE NEW GSA

Girl scouts empowers girls to become adventurous, brave and heroic young women.

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NEW DIRECTION

SOUL OF THE NEW GSA

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

NEW STATEMENT GSA helps girls develop confidence and an adventurous spirit through passion, courage, and independence.

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NEW DIRECTION

NEW STATEMENT

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

ABOUT OUR NEW DIRECTION New GSA empowers young girls to develop their potential into superpowers and to be passionate, adventurous, collaborative, confident, independent - to keep pushing the boundaries of equality, opportunity, and leadership.

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NEW DIRECTION

NEW DIRECTION

“Scouting rises within you and inspires you to put forth your best.” ­­— Juliette Gordon Low


GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

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KEY WORDS

Passionate Most young women have an intense desire to achieve their ideals and goals. The New GSA will help channel their passion into success through classes, workshops, community-building activities, and interactive opportunities.

Empowering The New GSA will help girls become stronger and more confident. By participating in sports communities, martial arts clubs, public speaking courses, survival camp, and more, girl scouts will build a dynamic foundation for their future.

Energetic To become leaders and entrepreneurs of the future, girls have to stay energetic as success requires motivation and vitality. The New GSA will provide plenty of energizing opportunities for young girls, including outdoor activities, exercise, hip-hop dance classes, and wilderness exploration.

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NEW DIRECTION

KEY WORDS

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

WE WERE Before the re-brand, Girl Scouts was all about community, the outdoors and young girls. The brand was cute, modest and green. It targeted young girls of kindergarten through middle school.

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NEW DIRECTION

Girl Scouts

BRAND VISUALIZATION


GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

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WE WILL Now, the GSA will move away from the cute, young, outdoorsy feeling from before and towards a more energetic, self-reliant and brave.

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NEW DIRECTION

GIRL SCOUTS

BRAND VISUALIZATION



03 NEW AUDIENCE New Audience Overview New Audience


GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

“No matter what size or age you are girls can do anything they set their mind to. I believe all girls should join Girl Scouts because of the amazing opportunities it gives them.” ­­— Hailey, Girl Scouts


NEW AUDIENCES

NEW AUDIENCES

NEW AUDIENCES

The general characteristic of audience is girls who want to be a confident and adventurous and leader for the future with Girl Scouts. Audience personas are a key part to pretty much any design project. Understanding who your target is will help you focus your project and refine the language/ style used.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

Jessica Brooke (Future human rights activist) AGE: 16 years old OCCUPATION: High school student LOCATION: San Francisco

Jessica likes hang out with many friends. She is fun-loving, curious, optimistic and maintains a deep and meaningful relationship with her friends and family. She likes San Francisco where she lives because many people have an open mind about LGBTQ. She is a leader of the basketball club. Therefore, she is quite assertive in everything she does and she has a good conversation with other people. She is interested in human rights and she wants to be a lawyer. Therefore, she is planning to get into law school. She likes adventure stories with female heroes because they inspire her to set higher goals for herself and achieve whatever she can. She likes to go camping with her friends. Someday, she wants to travel to many countries.

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NEW AUDIENCES

NEW AUDIENCES

William Brumas (The sweet daddy) AGE: 38 years old

He has a daughter who is shy and timid. Therefore, he wants her to

OCCUPATION: Office worker

have an outgoing personality.

LOCATION: New York

He likes to discover new places and take part in extreme sports. Therefore, someday, he wants to share his hobbies with his daughter. He usually meet a variety of people in his company and he wants to be their friend. He hasn’t had a lot of time with her daughter because he has many business trips and night overtime. That’s why he always feel sorry for her daughter. He is interested in a child’s education because his parents were elementary school teachers. They always gave him a good education. He is a member of a music band because he loves music and he likes to do a variety of activities. He exercises regularly by walking and sometimes running at the central park because he wants to maintain physical and mental health.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

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Juliana Silva (The strong single mom) AGE: 42 years old

She is being born an African American. Therefore, she wants her

OCCUPATION: Nurse

daughter to be proud as an African American.

LOCATION: Los Angeles

She is a single mother because she divorced her husband 4 years ago. She likes to travel and go camping with her daughter because she just wants to have lots of time with her daughter. Recently she has become interested in mental health because her daughter had suffered from depression. She is a member of the single mom club since she divorced her husband. She just wants to share her experience with other single moms. She exercises regularly by yoga and running because she thinks health is the most important thing. She is interested in her daughter’s education. Although her daughter has a parent who was divorced, she wants her to make stronger.

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NEW AUDIENCES

NEW AUDIENCES

Sophia Jung (The kind listener) AGE: 14 years old

She is a kind, friendly to everyone. Also, she likes to help other

OCCUPATION: Middle school student

friends.

LOCATION: New York

She grew up with parents who is a counselor. So she likes to be a good listener. She usually volunteered to cook for homeless people. She likes to hang out with her friends and many friends really like her because of her outgoing personality. She is thinking about joining the club because many clubs in her school are not very active. She wants to be a good counselor such as her parents because she has grown up to see respectful her parents. These days, she has counseled LGBTQ friends because she wants to help them and she loves them.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

Laura Borrero (The strong girl)

AGE: 16 years old

She decided to be a transgender when she realized her sexuality is

OCCUPATION: High school student

a girl.

LOCATION: New York

Her parents always support her. That’s why she is proud of her parents and is respect for them. She is a member of the LGBTQ club in her school. Therefore, she always tries to protect the rights of LGBTQ. She likes to travel to many places because she always has a curiosity for a new place. She has a lot of friends and likes to make many friends with her outgoing personality. She wants to be a lawyer and she wants to protect the rights of LGBTQ. Every year, she takes part in the Pride parade with her many friends.

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NEW AUDIENCES

NEW AUDIENCES

Olivia Cerio (The confident young girl) AGE: 10 years old OCCUPATION: Elementary school student LOCATION: Chicago

She was a refugee in Africa before moving into the united states. Her parents like to travel to many countries. Therefore, she is familiar with traveling to many places. She is a class president because she is a smart student and confident. She doesn’t have a lot of friends because her family had to move out to many places. She wants to be a leader when she grows up. She has gotten many prizes from a variety of awards. She really likes to make new friends.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

Ahmed Zaeem (The brave boyscout) AGE: 17 years old OCCUPATION: High school student LOCATION: Texas

He is a boy scout in his school because he wants to join many activities and have leadership. He likes adventurous and hero movies because they inspire him to set higher goals for himself and achieve whatever he can. He has never travelled abroad. He would like to but he thinks it would be a burden to his parents and he’d prefer if they saw him as independent and self-sufficient. He is interested in human rights and he supports many human rights organizations. He likes to go hiking and camping with many friends. He tries to take part in the LGBTQ parade and Woman march with his sister. He wants to help other friends as he is a boy scout and he is proud of being a boy scout.

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NEW AUDIENCES

NEW AUDIENCES

Nancy Wang (The quiet girl)

AGE: 13 years old

She is an introverted and timid girl because she was bullied at

OCCUPATION: Middle school student

school.

LOCATION: San Diego

Her parents always support her when she suffered from bullying. She is trying to overcome her personality by joining many clubs. She likes to read a book and share the story with other people. She wants to be a doctor because she wants to help people who don’t have enough money and poor. She wants to challenge many activities to be brave. Her parents is in financial difficulties. That’s why she wants to help their parents by taking a part-time job.

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04 THE COMPETITORS Competition Current Competitors Adjacent Competitors Aspirational Competitors


GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

“The Girl Scouts is an organization that constantly gives you new goals to achieve and that’s what life is all about.” ­­— Maria Bartiromo


THE COMPETITORS

COMPETITION

COMPETITION

Girl scouts has a number of serious competitors, including many different types of organizations. Currently, 4‑H, American Heritage Girls, Camp Fire USA compete with and inspire the actions of one another and of GSA. All of these groups represent developing youth to reach their fullest potential, but GSA builds girls of courage, confidence, In the future, as GSA helps young women develop confidence and an adventurous spirit through many activities beyond

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

CURRENT COMPETITORS

Strong Women Strong Girls

Girls, Inc.

SWSG is a multi-generational, girl-serving organization in Boston. Their mission is to empower girls to imagine a broader future through a curriculum grounded on female role models. Their mission is similar to the same as GSA mission.

Girls, Inc. encourages all girls to be “Strong, Smart, and Bold” through direct service and advocacy. They put emphasis on education. Their mission is similar to GSA’s mission. However, this club focuses more on the education part.

Girls on the Run Girls on the Run teach life skills through dynamic, conversation-based lessons and running games. GSA also has a health program for young women. However, They don’t have a variety of sports program such as this club.

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The Red Boot Coalition’s The Red Boot Way TM meetings are the key to creating compassionate communities. GSA mission is also to create communities with a lot of activities. Therefore, this club has a similar mission the same as GSA.


THE COMPETITORS

CURRENT COMPETITORS

Girl scouts has a number of serious competitors, including many different types of organizations. Currently, 4‑H, American Heritage Girls, Camp Fire USA compete with and inspire the actions of one another and of GSA.

Girls Today Women Tomorrow

American Heritage Girls

Camp Fire

The mission of Girls Today Women Tomorrow Leadership Mentoring Program is to transform the lives of girls living in the Boyle Heights area through education, mentoring and experiential learning. Like many young clubs, this club also focuses on education and leadership activity.

Their mission is Building women of integrity through service to God, family, community, and country. However, GSA has accepted various religious young women.

Camp Fire’s ultimate goal is to equip kids and teens with the critical life skills needed to thrive now, in a diverse and changing world. Their mission is similar to the mission of GSA.

4-H

YWCA

Young Women

The goal of 4-H that is similar to GSA is to develop citizenship, leadership, responsibility and life skills of youth through experiential learning programs and a positive youth development approach.

The World Young Women’s Christian Association (World YWCA) is a movement working for the empowerment, leadership, and rights of women, young women and girls. Their mission is similar to the mission of GSA.

The purpose of the Young Women organization is to help each young woman be worthy to make and keep sacred covenants and receive the ordinances of the temple. They have a religious program, unlike GSA.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

ADJACENT COMPETITORS

Boy Scouts of America Unlike GSA, Boy Scouts provides leaders a curriculum such that every boy is essentially going through the same things at the same time, every where.

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National Federation of Young Farmers’ Clubs The Federation covers various Young Farmers’ Clubs throughout England and Wales, helping support young people in agriculture and the countryside.

Young Men

Young America’s Foundation

The purpose of the organization is to assist the Aaronic priesthood organization in promoting the growth and development of male Latter-day Saints ages 12 to 18.

Their mission is to ensure that “increasing numbers of young Americans understand and are inspired by the ideas of individual freedom, a strong national defense, free enterprise, and traditional values.


THE COMPETITORS

ADJACENT COMPETITORS

Boys and Girls Club of America

YPO

YSA

Boys & Girls Clubs of America is a national organization of local chapters which provide after-school programs for young people.

YPO(Young Presidents’ Organization) is a global network of young chief executives with approximately 27,000 members in more than 130 countries.

YSA(Youth Service America) committed to increasing the quality and quantity of volunteer opportunities for young people, ages 5-25, to serve locally, nationally, and globally.

Young Life

Entrepreneurs’ Organization

The First Tee

It is religion club and desires is that kids’ hearts will be captivated by the message of hope that can be found in a personal relationship with Christ.

Their mission is to “Engage leading entrepreneurs to learn and grow.” EO was formerly known as Young Entrepreneurs’ Organization.

The First Tee, a youth development organization, impacts the lives of young people by providing educational programs that build character, instill life-enhancing values and promote healthy choices through the game of golf.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

Chapter 01/ 02/ 03/ 04

ASPIRATIONAL COMPETITORS

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Goodwill Industries

American Red Cross

It provides job training, employment placement services, and other community-based programs for people who have barriers preventing them from otherwise obtaining a job.

It provides emergency assistance, disaster relief, and disaster preparedness education in the United States.

YMCA

United Way

YMCA is a leading non-profit organization for youth development, healthy living and social responsibility.

It is a non-profit organization that works with almost 1,200 local United Way offices throughout the country in a coalition of charitable organizations to pool efforts in fundraising and support.


THE COMPETITORS

ASPIRATIONAL COMPETITORS

Habitat for Humanity

Young Americas Foundation

Volunteer Match

Habitat for Humanity is a non-profit organization that helps people in your community and around the world build or improve a place they can call home.

It provides emergency assistance, disaster relief, and disaster preparedness education in the United States.

It is an U.S.-based non-profit organization best known for its web services, which aim to strengthen communities by making it easier for good people and good causes to connect.

Kiwanis

National FFA Organization

Big Brothers Big Sisters of America

Kiwanis International is a global community of clubs, members and partners dedicated to improving the lives of children one community at a time.

National FFA Organization is an American 501 youth organization, specifically a career and technical student organization, based on middle and high school classes that promote and support agricultural education.

It is a 501 non-profit organization whose goal is to help all children reach their potential through professionally supported, one-to-one relationships with volunteer mentors.

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GSA – GIRL SCOUTS OF AMERICA

VISUAL STRATEGY GUIDE

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Copyright @ 2019 Jinhyun Kim wls9106@gmail.com https://wls9106.wixsite.com/gsa2019 This book is a non-commercial project for educational purposes and is not intended to represent the Girl Scouts of America brand. Design / Jinhyun Kim Class / Nature of Identity Professor / Hunter Wimmer All rights are reserved. No part of this publication may reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Jinhyun Kim.