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VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE ANNE HELLERSMITH
PAGE TITLE Page Subtitle
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TABLE OF CONTENTS
07 Background History Timeline Mission Statement Rebranding Objective Key Words
21 Audience 31 Brand Visualization Before After
37 Sources
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PAGE TITLE Page Subtitle
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BACKGROUND
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HISTORY
Girl Scouts is an organization working towards empowering girls to become confident, strong and courageous people and help make the world a better place. Founded by Juliette Gordon Low on March 12th 1912 in Savannah, Georgia. Their mission: “Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.” Today there are around 2.7 million girl scouts. Through a large range of activities, Girl scouts focusses on the development of young girls into confident leaders of the community.
Girl Scouts started off in 1912 as a place for young girls to play, explore and make a difference to their corner of the world, in a time where women didn’t generally get that option. In a time when women hadn’t yet gained the right to vote, Juliette Gordon Low encouraged young girls to embrace their own strengths and abilities, spreading this sentiment to the many girls to follow. These days there are around 3 million Girls Scouts in 92 countries world wide, including 59 million alumnae.
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Founder Juliette Gordon Low with a group of girl scouts (date unknown)
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I will do my best to be
honest and fair, friendly and helpful, considerate and caring, courageous and strong, and responsible for what I say and do, and to
respect myself and others, respect authority, use resources wisely, make the world a better place, and be a sister to every Girl Scout. Current Girl Scout Law
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TIMELINE
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.
1930s 1921 First Native American Girl Scout troop is formed on the Onondaga Reservation in New York State.
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1950s
Throughout the Great Depression, Girl Scouts expands on its community development efforts by collecting and handing out clothing and food for those in need.
1930
Girl Scouts responded to the Korean war by assembling “Kits for Korea� to send to families in Korea struck by the war.
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1950
1960
1912
1922
1940s
1956
Girl Scouts is founded by Juliette Gordon Low in an age of progressive movements but where women were not yet allowed to vote.
First Mexican American troop is formed in Houston Texas.
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.
Camp Shantituck in Kentucky becomes the first fully desegregated location for Girl Scouts. Efforts towards desegregation are a high priority for the Girl Scouts at this time.
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1975 Gloria D. Scott becomes the first African American National President of the Girl Scouts.
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1980
1990
1984 Girl Scouts introduce a new age group, the Daisy Scouts for kindergarten girls.
2000s
2020
STEM education has become a top priority through the Girl Scouts.
Full public relaunch of renewed GSA across the US
2000
2020
2010
2018 Reveal of the new GSA look and mission.
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MISSION STATEMENT
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GSA is about empowering young women to take control of their lives and become strong, confident leaders of the future. Visual Strategy Guide
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REBRANDING OBJECTIVE Where We’re Going
Instead of targeting only young girls and operating in the format of a camp with badges you can earn and community/charity targets to meet, the GSA will become more focussed on helping young women to take control of their lives financially, personally and socially. Based on the original focus of the GSA on Girls, Community and Business, the focus will expand to encouraging Personal, Social and Financial health, confidence and strength for all young women not just young girls. On the Personal side of things, the GSA will continue to empower girls and young women to feel confident and in control of their lives. It will work towards making every young woman, feel like they belong, are important and strong in their own right. This will also include young women who have lost control of their lives and seek to make the change towards personal health, confidence and strength.
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Socially, the GSA will still seek to make a positive impact on the community. The GSA itself will aim to serve as a safehaven for young women. A safe-haven where women help each other and form a supportive community of their own. The GSA will also reach beyond the organization to help women within the local communities that are facing adversity or are a victim of circumstance. The GSA will help them regain control of their lives and make positive changes for the future. Financially, the GSA will focus on the issues young women face in the business world such as the pay gap. It will support women to push for raises and establish themselves within the industry of their choosing.
Female Empowerment
Social
Personal
Financial
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KEY WORDS Who We Are
In keeping with our rebranding objectives we have set a couple concepts central to our future expansion. When considering where to go from here we will constantly keep these key words in mind. Supportive & Encouraging Girls scouts should provide a safe environment for young women where support will always be available, no matter what life throws at them. Girl will become a community where support will be readily available and encouraged for any young woman who feels she needs help regaining control in personal, social or financial aspects of her life. Girl Scouts is there to help young women realize their dreams. Building a better future for young women everywhere. The new Girl Scouts believes that no dream is too outrageous and will do their best to be supportive and encouraging to anyone who needs it.
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Strong & Confident This is one of the main goals Girl Scouts will aim to achieve in every young woman they encounter. Far too many young women struggle with confidence and self-esteem. Girl Scouts will work towards turning this around and encouraging young women to find their inner strength and sense of self worth. In order for them to take/regain control of their lives. Empowering Through all their activities, the end goal will remain the empowerment of women across America. A girl Scout should become a powerful women and be encouraged to do whatever they dream of, in part due to their experience and learning at Girl Scouts.
“Invest in girls. Change the world” —Girl Scout Donation Web Page
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AUDIENCE
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AUDIENCE
I Am Not My Target Audience
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. The following 6 personas help define how different people might interact with the new brand. Using personas instead of simply defining a general audience helps make the brand more relatable and provides a solid foundation to build the re-brand off of.
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AUDIENCE
The College Student
Lisa Harding Halfway through her programming degree and looking forward to getting out into the professional world, currently looking into getting a summer internship. Looking forward to getting a job within the industry but finds herself discouraged by the lack of female examples in the world of programming. Worries she might not fit in at work or be judges as less capable. Enjoys going out for a drink with friends but is not a big fan of the nightlife scene. Finds it a bit overwhelming. Gave up sports when starting college. Used to play volleyball but gave it up because she doesn’t think she’s varsity level and doesn’t know of another option.
20 years old Single Student San Francisco, CA
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Has been on and off of various diets trying to accomplish her ideal weight, in the hopes that she’ll feel better about her appearance by getting there. Goes hiking with friends as regularly as she can manage. Loves getting out of the house and experiencing a natural environment while getting some exercise. Considers herself a feminist but is reluctant to say so in public, especially around guys as she’s worried people will think that means she’s angry at the world and/or hates men.
The Single, Working Mom
Mary Lewis Has one 3 year old daughter that she would do anything for. Wants to give her the best future possible. Works as an accountant and works from home half the time so that she can watch her daughter at the same time. Is doing is all alone as the kids father left and her parents are very religious and can’t accept that their daughter had a child out of wedlock. Has already set up a college fund for her daughter as she want her to be able to afford the best and follow her dreams Hopes that once her daughter starts going to school she’ll be able to take on a more full-time position but for now knows she can’t afford constant day-care services. Tries to eat healthy, but often finds herself buying easy fastfood options for her and her daughter as they tend to be cheaper and take less time to prepare.
29 years old
Has a season pass to the Exploratorium and goes there regularly with her daughter and her friends as they never seem to get tired of going. Secretly loves going there herself as well.
Phone sales person and bartender
Single, 1 daughter
Boston, MA
Gets frustrated when other parents give her daughter birthday presents that are cheaply made and especially if they’re things such as barbies. Has asked them not to do so as she tries to be environmentally conscious and worries about the effect things such as barbies might have on her daughter.
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AUDIENCE The Parole
Natalia Perez Just got let out of a juvenile detention center after being sent there for shop lifting at a local department store. She’s been let out and is now on parole. Considers herself something of a tomboy and generally hangs out with guys more then girls. Is not in a gang herself but hang around with guys who are because she wants to prove she’s tough too. Might join a gang once her parole is over as she likes the idea of belonging to a group like that. Is terribly bored with school, doesn’t get why she has to listen to all her stupid teachers and often skips class because she doesn’t see the point of going if she’s going to do poorly and get low grades anyway. 17 years old Single High school student Detroit, MI
Doesn’t expect to live long enough to grow old, so she doesn’t bother worrying about it. Has seen too many of her fellows die in shoot-outs and stabbings so she’d rather arm herself for what’s to come. Has always been told that you have to take what you want because no one she knows has gotten it any other way. Knows she can get away with anything as long as she doesn’t get caught by the police. Her parents don’t care anyway, they’re too busy getting drunk and high to even notice when she doesn’t come home at night.
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The Teen Mom
Kimberley Jones Single mom of a young son. She found out she was pregnant when she had just turned 16 and her boyfriend was 17. Got kicked out of her parents house when they found out, so she dropped out of school, got a part-time job and moved in with her boyfriend. Abortion was never an option for her because her beliefs wouldn’t let her and when she suggested adoption her boyfriend flipped out. Is trying really hard to keep it together for her boy but is finding the whole transition very overwhelming and though she is still in contact with her parents, feels like she has something to prove to them. Doesn’t truly love her boyfriend anymore but knows she needs him and his support with work and child care to manage raising her boy.
19 years old
Enjoys hanging out with friends but the ones that stuck with her even after she got pregnant she hardly ever sees because they’re busy going out to the mall and drinking while Kimberley has her son to watch.
In a relationship
Struggles with a feeling of loneliness now that her only consistent company is her young boy.
Albuquerque, NM
Has a son Works part-time in retail
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AUDIENCE
The Young Professional
Olivia Peters Has been working for two years at her first job after college as an accountant at a major company. Loves working with numbers and hopes to continue moving her career forward. Is very ambitious and hopes to become a director or even a CEO at some point as she thinks she’d make a good leader and enjoys overseeing a larger team. Knows she deserves a raise but is unsure how to approach it with her boss as she’s worried he might fire her or think less of her for doing so. Is getting fed up at her parents constantly asking about her love-life. Wishes they’d just accept that she’s too focussed on her career right now and that that’s what makes her happy. 25 years old Single Accountant New York, NY
Very carefully picks her clothing every morning to make sure she doesn’t show too much skin, as she’s had comments in the part from male coworkers about her look. Has had to deal with one of her colleagues’ inappropriate comments ever since she started working there, but doesn’t know how to approach the topic without coming off as “too emotional” or “bitchy”. Finds it difficult to date anyone as she’s very career focussed, doesn’t have much free time, and has found that guys find her single-mindedness intimidating.
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The Tough Kid
Tamar Khatib Learnt to fend for herself and her younger sister at a young age because her father walked out on them and her mother struggles with alcoholism. Walks with her sister to school everyday, studies and has fun with her friends but then returns home and needs to take care of her mom, and make dinner for them all. Loves swimming lessons at school and would stay in the pool all day if she could, but knows her mom can’t afford for her to take extra lessons. Has an aptitude for science related subjects and dreams of become a doctor one day. Because she wants to make a difference and save lives. But often struggles to finish all her homework on time due to her home situation. Works hard to achieve good grades in school but doesn’t want to be considered a nerd as she’s worried she’ll get teased by her classmates. Feels responsible for her younger sister and does her absolute best to keep her safe and happy. On the other hand she has also grown increasingly close with her and they have fun getting into trouble together.
14 years old Single High School Student Chicago, IL
School is her safe place. She has friends there and teachers that care. It’s the only normal place for her and she feels like she belongs there as opposed to home.
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BRAND VISUALIZATION
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BEFORE
Who We Were
This is who we were. Before the re-brand, Girl Scouts was all about community, the outdoors and young girls. The brand was cute, homely and green. It targeted young girls of kindergarten through middle school.
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AFTER
Who We Are Now
Now, the GSA will move away from the cute, young, outdoorsy feeling from before and towards a more sophisticated, mature and adult aesthetic. The new GSA is still feminine but stays away from cute imagery in favor of images of tough, confident women. In effect, the GSA has grown up.
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SOURCES
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SOURCES
02–03 Image: https://unsplash.com/photos/TtoRRAehSAw 05 Image: http://www.stocovery.com/wp-content/uploads/2015/11/photo-1436831135709-48bdc150cce51.jpg 06–07 Image: http://images.unsplash.com/photo-1477071285213-9ba413bf77b2?ixlib=rb-0.3.5&q=80&fm=jpg&crop=entropy&c s=tinysrgb&w=1080&fit=max&s=ecdbce732bfdbe105ad89d04b8fdf896 08 Girl Scout history information: http://www.girlscouts.org/en/about-girl-scouts/our-history.html 09 Image: http://www.girlscouts.org/en/about-girl-scouts/our-history.html 10 Girl Scout Law: http://www.girlscouts.org/en/about-girl-scouts/who-we-are.html 10–11 Image: https://static.pexels.com/photos/12967/pexels-photo-12967.jpeg 12–13 Girl Scout history information: http://www.girlscouts.org/en/about-girl-scouts/our-history.html 14–15 Image: https://static1.squarespace.com/static/57ed3e94b3db2b3f433c8b74/t/57eea9ef37c58174749e1b20/147525 8873243/photo-1455798736971-37acee91c6d0.jpeg?format=1500w 19 Quote: http://www.girlscouts.org/en/adults/donate.html Image: https://unsplash.com/search/woman?photo=0gU49APMKbE 20–21 Image: https://unsplash.com/search/woman?photo=2_fN1oS5_1Q 23 Image: http://images.unsplash.com/photo-1476611317561-60117649dd94?ixlib=rb-0.3.5&q=80&fm=jpg&crop=entropy& cs=tinysrgb&w=1080&fit=max&s=58f6cb2436df771bcb875724af1e39b9 24 Image: http://www.bigstockphoto.com/image-9632294/stock-photo-mixed-race-college-student
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25 Image: http://cdn-img.essence.com/sites/default/files/images/2012/10/30/stressed-mom.jpg 26 Image: http://media.washtimes.com.s3.amazonaws.com/media/image/2016/04/11/juvenile_justice_programs.jpeg 27 Image: http://www.celebritybabyscoop.com/files/2011/10/police-called-after-fight-between-teen-mom-jenelle-evans her-mother.jpg 28 Image: http://hiphopzilla.com/timthumb.php?src=http%3A%2F%2Fhiphopzilla.com%2Fi%2Fattachments%2F1 %2F1463165284476693_large.jpg&h=460&w=700&zc=1 29 Image: https://expertbeacon.com/sites/default/files/parenting_your_rebellious_teen_and_encouraging_healthy_ independence.jpg 30–31 Image: https://static.pexels.com/photos/101553/pexels-photo-101553.jpeg 33 Images: http://morselsparties.com/wp-content/uploads/2015/03/IMG_2668-957x1024.jpg http://i.huffpost.com/gen/1099281/images/o-GIRLSCOUTS-facebook.jpg http://www.wildtextures.com/wp-content/uploads/2011/11/wildtextures-dark-wood-board.jpg http://diamantbilds.com/wp-content/uploads/2015/03/baby-gold-bracelets-engraved-beadifulbaby----en graved-bracelets-for-kids-baby.jpg http://kingswoodcamp.com/wp-content/uploads/2015/10/council2.jpg http://www.webextensionline.com/wp-content/uploads/cute-bird-winter-in-snow1.jpg https://s-media-cache-ak0.pinimg.com/236x/5b/58/50/5b5850c75949869bdcb18eec6446ce44.jpg http://hires.photospublic.com/PP45102313-Green-Grass-Strong-Leaves-Texture.jpg http://cdn.abclocal.go.com/content/ktrk/images/cms/automation/images/416819_1280x720.jpg
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35 Images: http://images.ttcdn.co/media/i/product/348607-af66d41a671c463fbcf1bfcf387a24c7.jpeg?size=2000 http://www.photohdx.com/images/2016/03/dark-vintage-green-wood-texture.jpg http://www.amusingfun.com/wp-content/uploads/2015/05/eagle-wallpaper-hd-download-for-desktop-14.jpg https://s-media-cache-ak0.pinimg.com/originals/20/f1/77/20f177490d2486479db5572255f2ad40.jpg https://s-media-cache-ak0.pinimg.com/236x/47/ca/c3/47cac314420c4358ef39b9d10c8e0af6.jpg https://www.google.com/search?q=a79a0cae96b03d10769979546822c424&source=lnms&tbm=isch&sa=X&ved=0 ahUKEwiWzPKj3M3QAhVp0YMKHdqhAbMQ_AUICigD&biw=853&bih=687#imgrc=1oZraxzvC7mruM%3Ahttps://s -media-cache-ak0.pinimg.com/736x/ed/3b/f6/ed3bf6fabf6d82825f49e4481863e95a.jpg
http://foodnetwork.sndimg.com/content/dam/images/food/fullset/2012/2/28/0/FNM_040112-Breakfast-For Dinner-001_s4x3.jpg.rend.sniipadlarge.jpeg http://iranews.net/daut/as/l/m/modern-floor-tiles-for-living-room-with-grey-color-elegant-home_classic home-floor-tile_home-decor_home-decor-websites-decorating-stores-decoration-ideas-decorators-cata log-linon-office-cheap-online-u_972x569.jpg http://www.beautifly.us/wp-content/uploads/2016/03/ebonyyy1-880x634.jpg https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjFkPyyw8fQAhWr gVQKHafYB2sQjBwIBA&url=https%3A%2F%2Fw-dog.net%2Fwallpapers%2F3%2F7%2F435294078148769%2Ftr aining-woman-boxing.jpg&bvm=bv.139782543,d.cGw&psig=AFQjCNHYaohL3QfDhtrRKqI2JPUkgSTyyg&ust=14 80287652994650&cad=rjt
36–37 Image: https://unsplash.com/search/woman?photo=jGDVMvbSI40 41 Image: https://www.pexels.com/photo/fashion-woman-girl-women-34075/ 42–43 Image: http://images.unsplash.com/photo-1470374700137-5a02c5315c92?ixlib=rb-0.3.5&q=80&fm=jpg&crop=entropy& cs=tinysrgb&w=1080&fit=max&s=6e77677472c7040c2ef625c3bdf7cbbb
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Design_Anne Hellersmith a.m.hellersmith@hotmail.com www.behance.net/ahellersmith Class_Nature of Identity Instructor_Hunter Wimmer College_Academy of Art University
Disclaimer: This book is a non-commercial project for education purposes and is not intended to represent the Girl Scouts of America Organization nor Brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form of by any means electronic, mechanical, recording, photocopying or otherwise, without prior permission of Anne Hellersmith
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