BSA Rebrand | Visual Research (Student Project)

No. 01 BOY SCOUTS OF AMERICA Visual Research Guide

No. 01 BOY SCOUTS OF AMERICA Visual Research Guide

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

Table of Contents

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0 1 Brand History 1. 1

History Timeline

08

1.2

BSA Origins

10

1.3

Legend of the “Unknown Scout�

12

1.4

Brand Overview

14

02 Renewed Vision 2. 1

Current Brand State

2.2

Re-branding Objective

22

2.3

Visual Brand Grid

26

20

03 Future Audience

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3. 1

General Demographic

34

3.2

Audience Profiles

36

3.3

Stakeholder Profiles

44

3.4

Outlier Profiles

48

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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“The most worthwhile thing is to try to put happiness into the lives of others.”

—ROBERT BADEN-POWELL

Original founder of the Scouting Movement

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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Brand History Discerning a viable future requires a comprehensive objective look at the past.

1. 1

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History Timeline

1.2

BSA Origins

1.3

Legend of the “Unknown Scout�

1.4

Brand Overview

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

1.1 History Timeline

1900

1910

1920

1906 - Robert Baden-Powell begins

1910 - W.D. Boyce brings scouting

1925 - Boy Scouts of America

writing the book, “Scouting for Boys.”

1907 - Baden-Powell holds camp in

to the US, officially founding the Boy Scouts of America.

England to test the ideas of his book.

1911 - First “Boy Scout Handbook”

1909 - William D. Boyce visits

is published along with premiere of “Boys’ Life” magazine.

London, where he encounters the “Unknown Scout.”

1912 - First Boy Scout to become an

membership reaches 1 million.

1927 - BSA’s Inter-Racial Service is established to promote Scouting in the African American, Native American, Hispanic, and Japanese communities.

Eagle Scout.

1916 - Federal charter for the BSA is officially granted by congress.

1960

1980

1990

1960 - BSA celebrates 50th birthday.

1980 - BSA makes official rule

1991 - Learning for Life program is

banning gay members.

introduced.

1982 - 1 millionth Eagle Scout rank

1993 - Scouting for All is introduced

awarded.

to promote tolerance and diversity within the BSA.

1965 - 40th millionth official BSA member is recorder and 500,000th Eagle Scout rank is awarded.

1969 - Eagle Scout Neil Armstrong becomes the first man to ever walk on the moon.

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1998 - The “Leave No Trace” Scouting guideline is adopted to protect the environment while conducting outdoor activities.

Brand History | H I S TO RY T I M E L I N E

1930

1940

1950

1930 - The Cub Scouts, then called

1940 - Irving Berlin establishes “The

1952 - Membership in the BSA

God Bless America Foundation” to help raise money to bring Scouting to low-income urban communities.

reaches 3 million.

1953 - First Pinewood Derby is held.

1948 - Boy Scouts of America

1959 - Exploring program is first

Cubbing officially begins as a program for younger boys.

1935 - The 5-millionth copy of the “Handbook for Boys” is printed.

membership age is lowered to 11.

introduced.

2000

2010

2020

2000 - 100 millionth official BSA

2012 - BSA released documentation

member recorded.

on 1200 alleged child abuse cases within the organization between 1965 and 1985.

2024 - Boy Scouts of America is re-branded with a refocused mission to bring back dignity and relevance to it’s name.

2009 - 2 millionth BSA Eagle Scout rank is awarded.

2014 - BSA officially lifts it’s ban of gay members and the first openly gay Boy Scout achieves Eagle Rank.

2015 - BSA lifts it’s ban on gay adult leaders within the organization.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

1.2 BSA Origins

The Boy Scouts of America, founded in 1910 by William D. Boyce, is an American organization dedicated to helping build good character, resilience, and proper citizenship in youth through the engagement of outdoor activities, volunteer work, and a diversity of other educational pursuits.

Before making its way to the United States, boy scouting date’s back to 1906 in the UK, were it was originally introduced. The Scouting Movement was inspired by a book written by British Army lieutenant, Robert Baden-Powell, which aimed to exist as a youth training guide for boys about reconnaissance and scouting.

This book, “Scouting for Boys,” along with a camp that was started to put the values and exercises outlined by it into practice, are considered to exist at the very center of the Scouting Movement’s inception.

In 1909, William D. Boyce would have his first encounter with an unknown scout after finding himself lost in London, England. He asked a young boy for directions, and upon offering to tip him, the boy refused it saying that he was a scout and only doing his “good turn daily.” Completely impressed by such nobility and goodness, Boyce then officially brought scouting to America in 1910.

WILLIAM D. BOYCE After an inspiring encounter with a Scout while visiting London, England, Boyce officially founded the Boy Scouts of America on February 8, 1910.

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Brand History | B S A O R I G I N S

ROBE RT BADE N-POWE LL

SCOUTING FOR BOYS HANDBOOK

A passionate outdoorsman and military hero, and original founder of the Scouting Movement, Robert Baden-Powell is largely considered Chief Scout of the World.

Robert Baden-Powell authored the book, Scouting for Boys� as a guide book to help teach young boys about nonmilitary nature and outdoor skills.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

1.3 Legend of the “Unknown Scout”

Scouting was discovered and brought to America by a Chicago publisher by the name of William D. Boyce. As the official story goes, the way Boyce discovered Scouting is one of the movement’s most colorful stories.

Boyce, it seems, was in London in the fall of 1909 and was out in a famed London fog looking for an office in the center of the city. Nearly at his wit’s end, Boyce stopped a young man and asked directions. Not only did the youth tell Boyce how to reach his destination, he actually led Boyce there to make certain the American found his way without becoming lost again.

Boyce, to show his gratitude, offered the youth a tip, but the youth would not accept it. When asked why, the young man told Boyce he was a Boy Scout and taking a tip would negate the good deed he had done and violate his Scouting code.

The youth’s gesture impressed Boyce, who later visited with Lord Baden-Powell himself. Boyce was so taken with Baden-Powell and the Scouting idea that back in America he and other men interested in youth development founded the Boy Scouts of America in Washington, D.C., on February 8th, 1910.

No one knows who the Scout was who performed his Good Turn for Boyce, but he has not been forgotten. In Gilwell Park in London, American Scouts had a statue erected in his honor. A large-scale representation of the Silver Buffalo Award, the statue bears the inscription, “To the Unknown Scout Whose Faithfulness in the Performance of the Daily Good Turn Brought the Scout Movement to the United States of America.”

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Brand History | L E G E N D O F T H E “ U N K N OW N S C O U T”

IRONY OF THE “UNKNOWN SCOUT” Although it was never known who the “Unknown Scout” really was, it is also largely fitting that such would be the case given that so much of service and “doing a good turn” is about humility.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

1.4 Brand Overview

About the Boy Scouts Of America

Dedicated to the aim of building tomorrow’s leaders, the Boy Scouts of America maintains a long history existing as one of the most prominent youth organizations in the United States.

The organization serves young boys that are between the ages of 10 to 18 and promotes values such as kindness, loyalty, courage, and preparedness that are comprehensively outlined through the Scout’s Oath, the Scout’s Law, the Scout’s Motto, and the Scout’s Slogan. Scouts meet weekly with their local troop, participate in monthly outdoor events, service projects, summer camps, etc. as they progress through different ranks within the organization as they achieve various merit badges and other accolades, with the highest honor being the Eagle Scout Rank.

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Brand History | B R A N D OV E RV I E W

Existing Brand Ideals & Beliefs

SCOUT OATH

On my honor, I will do my best To do my duty to God and my country and to obey the Scout Law; To help other people at all times; To keep myself physically strong, mentally awake and morally straight.

SCOUT LAW

A Scout is... Trustworthy, Loyal, Helpful, Friendly, Courteous, Kind, Obedient, Cheerful, Thrifty, Brave, Clean, and Reverent.

SCOUT MOTTO

Be prepared!

SCOUTS SLOGAN

Do a good turn daily.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

1.4 Brand Overview (continued)

Boy Scout Ranks

[1]

[2]

[3]

[4]

[5]

[6]

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Brand History | B R A N D OV E RV I E W

[7]

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[1]

SCOUT RANK is the first rank in the Boy Scouts. It is primarily identified as a “joining badge” having only a select basic requirements to achieve.

[2]

TE NDE RFOOT SCOUT RANK is the second rank in the Boy Scouts. It is primarily identified as a point when a Scout begins to work on various “Scouting skills”.

[3]

SECOND CLASS SCOUT RANK is the third rank in the Boy Scouts. It is primarily identified as a point when a Scout continues to work on various “Scouting skills”.

[4]

FIRST CLASS SCOUT RANK is the fourth rank in the Boy Scouts. It is primarily identified as the point in which a Scout completes his official “Scouting skills.”

[5]

STAR SCOUT RANK is the fifth rank in the Boy Scouts. It is primarily identified as a point where a Scout is invited to begin sharing in and participate in leadership responsibilities.

[6]

LIFE SCOUT RANK is the sixth rank in the Boy Scouts. It is primarily identified as a rank in which a Scout officially assumes leadership roles within their troop.

[7]

EAGLE SCOUT RANK is the seventh and highest rank in the Boy Scouts. It is most noted for its hefty requirement of conducting a large-scale service project.

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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Renewed Vision A revitalized future that remains true to core upstanding brand roots.

2. 1

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Current Brand State

2.2

Re-branding Objective

2.3

Visual Brand Grid

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

2.1 Current Brand State

Despite it’s long tenured reputation of reverence and nobility in the eyes of the American public, in recent years, reports of the sexual abuse cases within the organization began to surface.

The organization has also had a long-standing reputation for prejudice against the gay community. In addition, tangible “self-reliance” skills are also a lost art among today’s youth. In large part, the BSA boasts morals and values which are highly revered in the US, and it is an organization that many people want to root for. However, as a result of it’s tainted and outdated reputation, there continues to be a generation of kids who are missing out on the kind of impact that the organization once brought to our youth.

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Renewed Vision | C U R R E N T B R A N D S TAT E

A LOOK IN THE MIRROR The irony in examining the BSA’s decline as a brand and organization is that the very morals and values that they used to so stubbornly establish such controversial viewpoints, are also ones which may prove to empower a successful re-branding effort when looking at it all in a renewed light.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

2.2 Re-branding Objective

By definition, a “Scout” is someone who is sent out to survey and observe his or her surroundings in order to help enlighten and support their community.

Traditionally, as illustrated in the story of Baden-Powell encountering the unknown scout, a “Scout” is a person that willingly extends public service to others in need, even strangers. Over the years, the Boy Scouts has lost it’s way, becoming outdated, unpopular, and largely uncovetable as an organization.

More than merely teaching and leading in the way that it is traditionally recognized for, the Boy Scouts of America can aim to help kids cultivate a sense of faith and goodness within themselves to help and serve others. We believe that true community only comes when we ultimately strive to push political, social, and personal boundaries and fight for those on the margins who can’t fight for themselves. Our hope is to foster a generation of youth who can pioneer a new America which not only leads, but cares.

Our renewed brand mission is, “To build up young boys as tomorrows leaders through values and practices which support community, empathy, and service to all people.” At the core, we believe that the service of others, particularly those that exist at the margins of society, lies at the foundation of building up a truly “United America.”

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Renewed Vision | R E - B R A N D I N G O B J E C T I V E

Renewed Brand Mission

Our mission is to build up young boys as tomorrows leaders through values and practices which support community, empathy, and service to all people.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

2.2 Re-branding Objective (continued)

The decision was made to rename the BSA as the “Scouts of America,” the emphasis of the organization is still to focus primarily upon the empowerment of young men in particular.

However, the intention behind removing direct association to gender in the brand’s name was done entirely in the spirit of avoiding any stigma attached to the brand’s traditionalist and chauvinistic past. It was also within the re-branding strategy to present to the public a tangibly apparent evolution between the new and the old of the organization.

As a smaller consideration, and to remove any notions of exclusivity, the new Scouts of America is also an organization which remains open to female membership as well, should young girls have a desire to join.

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Renewed Vision | R E - B R A N D I N G O B J E C T I V E

New Brand Name

Scouts Of America

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

2.3 Visual Brand Grid

Before // Traditional, Conservative, & Individualistic

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Renewed Vision | V I S UA L B R A N D G R I D

THE EXISTING BSA BRAND GRID CONVEYS A STRONG SENSE of being very tradi-

tional and outdated. Images are composed of old uniforms, kids standing with formal posture, camping gear, the outdoors etc., Indicating a very stone-cold and sterile mood.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

2.3 Visual Brand Grid (continued)

After // Progressive, Inclusive, & Community-minded

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Renewed Vision | V I S UA L B R A N D G R I D

THE NEW SCOUTS OF AMERICA BRAND GRID CONVEYS a n organization which is

more about values than purely “good” practices. Images exhibit people working together, helping one another, diversity, and a more bright and positive mood.

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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“Everybody can be great... because anybody can serve.

You don’t have to have a college degree to serve.”

—DR. MARTIN LUTHER KING JR.

Activist & Leader in the African-American Civil Rights Movement

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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New Audience A renewed approach in understanding how to best recruit tomorrow’s leaders.

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3. 1

General Demographic

3.2

Audience Profiles

3.3

Stakeholder Profiles

3.4

Outlier Profiles

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.1 General Demographic

Primary Audience The primary target audience that is made up of young adult boys, between the ages of 14 and 18 who exhibit a diverse set of backgrounds, experiences, and personalities representing the broader population of high school males.

THE AVE RAGE KID

THE CHURCH KID

Stakeholders Secondary audiences that should be considered are made up primarily of parents and teachers of high school students, as they are authority figures that can help encourage kids towards Scouting are invested beneficiaries of their growth and development.

THE HIP TEACHE R

THE PROGRESSIVE PARE NT

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New Audience | G E N E R A L D E M O G R A P H I C

THE GENERALLY TARGETED DEMOGRAPHIC is composed of young adult boys

between the ages of 14 and 18. It was decided to narrow the audience to strictly those in high school to speak to a more mature and independent-minded age group. It is important to note that teachers, parents, and organization leaders remain the primary stakeholders as well.

THE WE LL-ROUNDE D STUDE NT

THE ALL-AME RICAN

Outliers Those who are not considered among the audience group are those who exist in extreme social, cultural, political, economical, etc. circles, and maintain lifestyles and beliefs which don’t benefit from the Scouts of America mission.

THE CLASSIC JOCK

THE OVE RLY CONSE RVATIVE PARE NT

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.2 Audience Profiles

The Average Kid

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New Audience | A U D I E N C E P R O F I L E S

Brian Matthews PLAIN AND SIMPLY, BRIAN IS AVERAGE in almost every way. He was bullied

a lot in elementary school, and has now mastered the art of becoming socially invisible in high school. He has very high morals and opinions about tolerance and acceptance, but he hardly ever speaks up when confronted with a situation he disagrees with for fear of conflict. He is neither popular, or an outcast. Most people at school know of him, but many struggle to remember his name. There are times, however, where he does wish he was “known” for something.

•

A bit socially awkward because he lacks

•

self-confidence.

•

school, because it is the only way he know how to get attention from other kids.

His motto for surviving high school is “become acquainted with everyone, but

•

Wears fairly plain clothes because he

also fully known by no one,” so that he can

would rather blend in than risk sticking out

maintain his neutral social status and be

for the wrong reasons.

tolerated and liked, but never hated.

•

Conducts himself as the class clown in

•

Sits on the bench on the high school bas-

Gets a ride from his older brother to school

ketball team, because he isn’t any good, but

everyday, who he very much lives in the

plays only because his dad, a former high

shadow of at home.

school all-american, wants him to.

•

Is a B-average student, because he is too busy worrying about his social status at school, than his school work.

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16 Years Old High School Student Seattle, WA

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.2 Audience Profiles

The Church Kid

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New Audience | A U D I E N C E P R O F I L E S

Ben Seavers BEN GREW UP GOING TO CHURCH and has been heavily involved in the youth

program there since he was in elementary school, and attending Sunday school every week. The church he and his family attend have embraced more open minded and liberal values, and through recent years have become one of the most diverse churches in the country, embracing more of an attitude of inclusion to marginal groups such as this of LGBT, people struggling with addiction, minority groups, etc.

Ben is the kid at school that comes across as the perfect human being.

•

He rarely talks about it, because he knows

•

religion is a touchy subject in his city, but everyone knows he is a Christian.

•

is a rule-follower.

•

Attends youth group and bible study at church every week, and doesn’t have much exposure to people of different

•

feels most of the time that it is more of a burden than a badge of honor.

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Doesn’t joke around a whole lot, because he is uptight and tends to take life a bit too seriously.

from church.

Has a bit of a “nice guy” reputation, but

Volunteers at the soup kitchen every Saturday morning.

backgrounds because all of his friends are

•

Doesn’t drink or go to parties, because he

•

He gets along with just about everyone at school, but doesn’t have many close friends outside of those that also go to his church.

17 Years Old High School Student Dallas, TX

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.2 Audience Profiles

The Well-Rounded Student

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New Audience | A U D I E N C E P R O F I L E S

Max Fernandez MAX EXCELS AT ALMOST EVERYTHING HE DOES, and embodies the perfect

college applicant. He is smart, a straight A student, good at sports, and involves himself in extracurricular activates. Neither his mom or dad went to college, but both are successful middle-class parents. Because no many things came easy to him, but was raised well, Max is an inspired individual and has learned to work hard in almost everything he does and always looking for ways to grow into a more “model” person.

•

•

Rides his bike to school everyday, because

the county, not because he is the most talented, but because he is the most hardworking and focused.

Having grown up in a middle-class family, •

Has been dating the same girl since

he was raised parents who emphasized

freshman year of high school, because he

hard work, balance, and the Golden Rule.

believes in loyalty over commodity.

Knows how to have fun and parties at times, but is always aware of his priorities.

•

Top ranked cross-country runner in

to drive a couple miles.

he is incredible mature for his age, because

•

•

he doesn’t see the point of wasting gas just

Doesn’t ask much help from others, because he has learned to rely solely upon himself for his own success.

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•

Eats abnormally healthy for a high school kid, because he believes in a “healthy body, healthy mind” philosophy.

15 Years Old High School Student San Francisco, CA

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.2 Audience Profiles

The All-American

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New Audience | A U D I E N C E P R O F I L E S

Devon Moses DEVON LIVES IN A RELATIVELY POOR NEIGHBORHOOD on the other side

of town from his high school. He and his parents immigrated from Nigeria when he was four years old. He among the best in every sport that he plays. He is universally praised by all his teachers and fellow students at school as a star athlete, but tries to keep humble knowing that he didn’t come from much. At times, he wishes he was defined by something other than his athletic prowess.

•

Has already been recruited by many top

professional sports career doesn’t end up panning out.

•

Keeps himself busy at the gym, library, etc.

His parents both work two jobs each to help

outside of his neighborhood’s streets to

support him and his four siblings, because

keep out of trouble.

they want to provide their kids with the life they themselves were not fortunate enough

•

He isn’t the best student, but works hard so that he can remain eligible for sports.

Works at Starbucks to save money for his own car.

to have in Nigeria.

•

Hopes to become a sports journalist if a

and sees sports as his life—he doesn't think, do, or talk about much else.

•

•

college football programs in the country,

•

Hangs out mostly with fellow "jocks," but has become friends with a few "nerds" after getting some tutoring help from a group of them.

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17 Years Old High School Student Atlanta, GA

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.3 Stakeholder Profiles

The Hip Teacher

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New Audience | S TA K E H O L D E R P R O F I L E S

Jesse McKenzie JESSE IS DEEPLY PASSIONATE ABOUT KIDS. He loves his job as a teacher

and shows an incredible amount of positivity during class. More than teach his students about a subject, he aims to mentor them into model citizens as well. He is really good with names, and also prides himself in knowing a little about each of his students as well. He is always fighting with the school administration to allow his class to take different field trips and excursions to get students outside of the school campus.

•

Keeps his door open whenever he is in

knowledge they learn in school to real life experiences

should be mentors as well.

•

Rides his fixed-gear bike to school everyday, because it costs both his own wallet

Has a number of tattoos on each of his arms, and tells his students that people with tattoos usually have good stories to

and “the earth” less to do so.

•

Loves to engage in pop culture with his students, because he is interested in using

tell because chances are, they’ve “lived a

it as a point to relate to and understand his

little” (for better or worse).

•

Pushes students to be creative in apply the

please, because he believes that teachers should be more than just instructors—they

•

•

his office for students to come in as they

students.

Calls his students by name as he walks through the school halls, because he whats every student to feel “known” and accepted.

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•

Is known to casually curse in class, because he believes censorship of any kind only shelters and belittles kids.

28 Years Old High School Teacher Portland, OR

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.3 Stakeholder Profiles

The Progressive Parent

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New Audience | S TA K E H O L D E R P R O F I L E S

Julie Moore

58 Years Old High School Parent San Francisco, CA

JULIE IS ALL ABOUT “MAKING A DIFFERENCE” and breaking barriers with

almost everything that she does. More than anything she aims to instill good values of tolerance and acceptance in her own kids. She embraces “love and compassion” as the answer to all the world’s problems. She prides herself as someone who engages with her community in order to contribute, but also learn and grow herself. Her motto is that, “getting out and living life with different people is a far greater learning experience than what could be obtained from any book.

•

Works for a non-profit company that helps

radical roots in non-conformity and going against the grain for the greater good of

tion, as flawed as it may be in America, is

humanity and our earth’s environment.

future.

•

Is a proud vegan, because she believes that humans need to respect all living things.

Has owned the same care for the last 12 years, because she believes that cars are a

•

they are not only getting a good education,

for getting herself and her family from one

but the “right” kind of education.

place to the next.

Isn’t so much concerned about how well her kids do in school as long as they try and are good people.

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Volunteers for each of her kid’s school districts, because she wants to make sure that

luxury and a “money-suck,” and only good

•

Grew up in a “hippy” family, so she has very

school, because she believes that educathe only way that kids can have a lasting

•

•

homeless youth find their way back to

•

Is on the board at the city hall, because she believes public service is a democratic duty.

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.3 Outlier Profiles

The Classic Jock

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New Audience | O U T L I E R P R O F I L E S

Michael Harris MICHAEL IS THE MOST POPULAR KID IN SCHOOL, and comes from wealth so

he is a bit of a rich boy. Because his parents have money and his popular social status, he has never had to work hard for anything in his life. As a result Michael never takes life seriously and lives as if he doesn’t have a care in the world for his own well being, or anyone else’s for that matter.

He is the guy that almost always turns out to be a frat dude in college or the washed up college-drop-out who never leaves his hometown.

•

•

Acts like a bully and always goes out of his

•

school to B.S. his way through to graduation,

and feel superior.

because he just assumes that his dad, who is on the academic board at his alma mater,

Is extremely spoiled by his parents, and

will get him accepted no matter what.

drives a new Camaro that they bought for

•

•

He is a smart guy, but does only enough in

way to put down others so that he can look

him on his 16th birthday.

•

Dates only cheerleaders for status.

Parties almost every weekend with his

•

Is loud and obnoxious in the classroom

buddies, because it is the only way that he

and doesn’t mind the occasional detention

knows how to spend his time having fun.

sentence because it reminds people that he

Wears his letterman jacket everywhere he goes as a reminder to everyone around him that he is a jock and “proud of it.”

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doesn’t” take shit from nobody,” not even teachers.

18 Years Old High School Student San Francisco, CA

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

3.3 Outlier Profiles

The Overly Conservative Parent

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New Audience | O U T L I E R P R O F I L E S

Sharon Tillman SHARON IS JUST ABOUT THIS MOST CONSERVATIVE woman on the planet.

She is always the first parent to stand up and complain about something at her son’s school PTA meetings. Her husband is the CEO of a large car parts manufacturing company. She is an extremely entitled woman, who looks at things only in black and white, is very set in her ways, and thinks she is right about everything. She wears the pants in the family and whatever she say, generally goes.

•

•

She is a stay-at-home mom, because her

•

night after dinner to smoke a cigarette in

the entire family, and all she wants to

secret, because she preaches against it to her kids and doesn’t want them to know that

Drives a Mercedes SUV, because it is the

she is a hypocrite.

only way to •

Goes to brunch with her girlfriends every

•

ple to know she comes from money.

within the community.

She donates money only for tax breaks and so that she doesn’t have to donate her time.

Never leaves the house without putting on expensive jewelry, because she wants peo-

Tuesday to catch up on the latest gossip

•

Sneaks outside of the house each and every

husband makes enough money to support

•

Hasn’t cooked a meal since she has been married, because as she often puts it, “Why do anything you can afford to pay someone else to do for you?”

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52 Years Old High School Parent San Francisco, CA

Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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“Whether one believes in a religion or not, and whether one believes in rebirth or not, there isn’t anyone who doesn’t appreciate kindness and compassion.

—TENZIN GYATSO

The 14th Dalai Lama

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

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Boy Scouts of America | V I S UA L S T R AT E G Y G U I D E

Copyright Š 2016 Vincent Tam This book is a non-commercial hypothetical school project meant for educational purposes only, and is not intended to represent the Boy Scouts of America brand in actuality.

Design // Vincent Tam School // Academy of Art University Course // Nature of Identity Instructor // Hunter Wimmer All rights are reserved. No part of this publication may be 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 Vincent Tam.

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