Girl Scouts came to Interbrand to focus its communications strategy to appeal more to the young girls at the heart of the organization. With that in mind, we knew we also needed to flex this across the brand’s different audience sets—girls, parents, investors and alumni.
With a new brand proposition that aligned with the Girl Scouts personality, we built out a “girl-friendly” voice and messaging platform to guide all points of communication. We kept girls at the heart of the brand, infusing fun into all copy and communications, by inspiring users to find their wow, let their hair down and draw from their own stories, even if they were talking to a 65 year old investor.
Have a little fun with a few pages from the guideline, below.
Role: Verbal Identity Writer