We developed a new creative approach to help prepare Scouts Scotland for a busy three years meeting their challenging target to reach an even wider audience.
Capturing the spirit of scouting
Since 2007, Scouts Scotland has increased youth membership by 37% now reaching nearly 37,000 young people. They have a challenging target to build this further over the next three years, reaching 41,000 by 2016. Their aim is to be accessible to all young people in Scotland and they needed a new visual style to communicate the dynamic spirit of Scouting to all groups, regardless of faith, gender, sexual orientation, race or social background.
To maximise what could be achieved within the budget, we recommended a contemporary illustrative approach to create a graphic library of images suitable for different media. Then we partnered with illustrator Bianca Bagnarelli to bring this to life with a fresh and engaging approach.
Celebrating a successful year
The new approach was applied to the 2013/2014 annual review where we moved away from more standard photographic layouts, and instead, considered it from the perspective of a young Scout by presenting in the format of a field journal.
By incorporating hand-crafted script, and contextual touches such as water marks, fingerprints and leaf-rubbings, we ensured content relating to strategy and KPIs was fun to read and reflected the importance of craft and nature to Scouting.
It’s important for any organisation, but particularly charities, to use budget carefully when developing new creative. But the end result shouldn’t be boring and ‘make do’. We were delighted to work with Bianca to produce an engaging and cost effective graphic library to help the client communicate the true spirit of scouting to new audiences over the next three years.
Showcasing eight years of growth
The illustrative approach was easily applied to a short friendly animation showcasing Scouts Scotland’s successful year, resulting in eight consecutive years of growth for the organisation.
Onwards and upwards
From there, we quickly created several print items and a strategy document for Scouts Scotland HQ, a range of assets for use online and various infographics for the website and social media.
Winner Corporate Literature
Scottish Design Awards 2015
What the client said
“The illustrative approach Whitespace recommended is fantastic and has been perfect for us. This year, our Annual Report really stands out from others in the sector. And it's been so cost-effective as we've used the illustrations in so many channels - particularly social media. The feedback from our audience has been brilliant and really seems to have boosted engagement.”
Addie Dinsmore, Communications Officer, Scouts Scotland
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