Girl Scouts of America

[OBJECTIVE] A re-branding project that aims to identify the essence of a dying or defunct brand and transform it into a completely new direction while staying true to its soul. [APPROACH] Girl Scouts of the USA is the largest nonprofit organization proven to prepare girls for a lifetime of leadership. The soul of the brand was to build girls’ courage, confidence, and character to make the world a better place. In order to make a new direction for GSA, I developed a new brand soul, a mission statement and an identity system that inspires young women to develop their potential and become confident, adventurous leaders.