Our refreshed brand has been the result of an open and participatory process with our Movement, led by a dedicated team of staff and volunteers. The scope of work was defined in the request for proposal that initiated an international tendering process, and eventually the selection of Dragon Rouge, a world-class creative and marketing agency to refresh our brand.
We began by conducting an audit of our brand as well as in-depth research, interviews and focus groups with National Scout Organization leadership, young people, adult volunteers, World Scout Bureau and World Scout Foundation staff, World and Regional Committee members, and key partners and stakeholders involved in Scouting.
We gathered feedback about the elements of our brand to refresh at the Strategy for Scouting workshop in Pforzheim, Germany in May 2023, and shared regular progress updates with our governance structures and Member Organizations through in-person meetings, ScoutPak and World Scout Committee highlights e-newsletters, and online NSO Town Halls.
A series of focus groups specifically with National Scout Organizations that currently use the World Scouting brand as their national brand identity were also conducted in February 2024 to seek their feedback and advice for how to mitigate the impact of the brand refresh on these organisations and understand how to support them in the process making changes to the World Scouting brand.