Boy Scouts of America- Christine Pizzo

8/13/2019 Boy Scouts of America- Christine Pizzo

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USER JOURNEY INFOGRAPHICLOGO RE-DESIGNBADGE RE-DESIGN

T-SHIRT DESIGNONLINE PLATFORMPAMPLETPRINT POSTERSGUERILLA CAMPAIGNCOMMERCIAL

TACTICS

BLAKELEY JONES, COPYWRITERCHRISTINE PIZZO, CREATIVE TECHNOLOGISTDONNIE PLUMLY, CREATIVE TECHNOLOGIST

ELYSE JALBERT, CREATIVE TECHNOLOGISTJEREMY CHACICH, COMMUNICATION STRATEGISTMICHELLE GRANT,ART DIRECTOR

TEAM

Update the Boy Scouts of America to fit the wants & needs of the modern day boy.

STRATEGY

Over the past decade membership has declined within the Boy Scouts of America. Whendiscussed, most feel it is old-fashioned and close-minded. Practially everyone asso-ciates the organization with the wilderness, but miss out on the vast range of offerings in

many disciplines, such as metalworking, pottery, communications, etc.

We have re-structured the Boy Scouts journey to fit an individual boys interests andpersonality. The numerous merit badges are broken up into eight tracks, allowing a scoutto focus on a specific area of interest and strongly hone a set of skills before heading tocollege or the workforce. No longer will they recieve a general rank of Eagle Scout, butnow an Eagle Scout Specialized in Engineering, etc.

Each execution is centered on providing education and highlighting the benefits of thenew specialized track system, while also incorporating a modern feel to make the BSAcurrently relevant and appealing in the future.

CREATIVE EXPLANATION


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SPECIALIZATION SYSTEM JOURNEY

Through the new specialized journey the badgesare broken up into eight tracks. In the ranks Scoutthrough 1st Class the scout is required to earn onebadge for each track to test out and discover their

specific interest. At the Star Rank they will decideon one track to pursue. They will then be requiredto earn core badges, previously named Eagle Badg-es, along with their track badges.

Under this new structure, scouts will be able toenrich their knowledge and understanding in aparticular field of study of their choosing to betterprepare themselves for their future career. Its theindividual strengths of each scout that contribute

to the success of the organization as a whole.


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LOGO UPDATE

MERIT BADGES

TRACK SYSTEM BADGES

To update the badges for the Ceremonial Uniform we began with the new Tracks. The shape is now ahexagon for easier placement and clean layout vs. the traditional circles. The simplistic design is modernas well as cost-effective for production vs. the previously intricate and often undistinguishable badges.

To honor the tradition and legacyof the BSA, while giving a modernfeel; we pared the logo down tothe Fleur-de-lis that stands for theworldwide meaning of Scouting,derived from the age old symbolfor north on a map. The two starsrepresent knowloedge and truth.And the gold reflects the originalBSA logo, minus the eagle. The

flat design feel gives a modern yettimeless use of the logo.


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ADDRESSING THE UNIFORM

The BSA uniform is iconic, and a tradition we did not want to alter, minus the badge re-design. Uponreaching the Star Rank -where you determine your specific track- each boy scout will be given a t-shirtto represent his track during troop meetings or other scout outings that do not require the uniform. Thisallows the scouts to be a bit more comfortable and modern, while still representing the BSA.


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INTERNAL ONLINE PLATFORM

As a compass guides your way in the wilderness, the online platform Compasswill help guide the boy scouts through this new specialized system. This con-textually aware platform tracks where a scout is on his journey and providesresources to rank up. Some tracks are so specialized their troop will not beable to teach the skills needed for a badge; with Compass they can take onlinecourses to assist in their training. They can also quickly navigate through all thebadges and create wish lists, as well as provide feedback and tips on badgesthey have earned. The platform is highly social, where users can follow theirtroops activity, but also connect with other scouts nationwide creating a deep-er sense of organizational unity.


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INFORMATIONAL PAMPHLET

The pamphlet is designed as a quick snapshot of the changes to the BSA structure. Itcontains the infographic as well as messaging to parents explaining the benefits of joining.These will be placed in locations for parents to pick up, or sent home with kids in schools.On the back are the badges printed as removable stickers to engage the boys as well.


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PRINT POSTERS

The print is tailored to each track; shown are Wilderness, Arts and Computer Science.They will mainly live in OOH locations coresponding to the specific track and frequentedby parents and young boys. Each ad speaks to the traits and interest of each individual boy,while showcasing the new system of specialization.


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GEOCACHE CAMPAIGN

Geocaching is an outdoor treasure hunt using GPS and land navigation to locate hidden containers. Taking the sense of adventureand popularity of this activity; the BSA would hide geocaches around cities for all boys to find, in locations related to one of thenew tracks (Science near the Science Museum, Arts near a gallery, etc). Each cache will have information pertaining to the track,clues to the next location and an activity to complete in order to take one of the badges contained within.


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YOU BELONG

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Boy Scouts of America- Christine Pizzo