Helping the Scouts Association brand move seamlessly into the digital age.
The Scouts actively engages and supports young people in their personal development and empowers them to make a positive contribution to society. Each week, they help almost half a million people aged 4-25 develop skills for life. Working alongside youth members are thousands of adult volunteers with a huge variety of roles and opportunities available.
In 2018, The Scouts embarked on a new branding exercise, which would see their iconic brand revamped for the first time since 2001. It represented a huge opportunity to attract a more diverse set of volunteers and recruits, but also develop the brand into the digital age ensuring it worked seamlessly across all media platforms.
Having worked with Scouts for over 10 years, our role was to deploy a Brand iQ platform and act as their partner to ensure the efficient and seamless implementation of the new brand to the 7,000 Scout groups across the UK.
We worked closely with their marketing, brand, comms and other internal teams to develop a strategic plan for the launch. This included a thorough review of designs, print materials, merchandise, group structure and digital content.
The platform was setup to ensure each UK group had access to the main brand, as well as localised branded templates and colour palettes, essentially personalising the content, categories and items available. The assets included the Scout logo enabling a group to create their own logo in multiple formats and social media templates ensuring the groups could post their own stories and message online and within brand.
The Brand iQ solution was an integral part to the hugely successful launch and continues to play a pivotal role in managing, protecting and delivering The Scout Association brand.
-8,343 registered Scout groups
-16,600 registered users
-864 digital assets
-432 customisable items
-25,698 orders placed in 2022
-49,551 line items ordered in 2022
-79,137 assets downloaded in 2022
"Brand iQ supports the UK’s 640,000 Scouts with a first class business solution for branded communications. With excellent customer service and innovative digital and print services, we could not ask for a better partner to help manage our brand, support our members and further our work preparing young people with skills for life."
Chris James, Brand and Ambassador Manager, The Scout Association.