The Workroom has won the task of revamping the Scout Association’s sub brands following its relaunch of the main brand identity in January.
The consultancy was appointed to modernise and reposition the 144-year-old association’s identity in January 2000, following a four-way credentials presentation, for a fee of £40 000.
The new look, the first update for 25 years, was launched at the end of January. The identity reincorporates the scout motto “Be prepared”, which had been dropped 30 years ago.
The Workroom has now been charged with rebranding the Scout Association’s sections: Beaver Scouts; Cub Scouts; Scouts; Explorer Scouts, which replaces Venture Scouts; Scout Fellowship; and Scout Network, which is a new section.
The rebrands are scheduled for completion in October or November and will be rolled out to the association’s 500 000 members at the beginning of 2002.
Last week saw the launch of the Scout’s first new uniforms for nearly 34 years. More than 46 000 members of the organisation contributed ideas for the uniforms, which were designed in consultation with fashion designer Meg Andrew.
The uniforms were unveiled at London Fashion Week.
The Scouts Association has embarked on a wide-ranging review of its activities and its image that will be completed by 2003. Its objective is to reposition it to make it more appealing to today’s youngsters and to change public perceptions of scouting.
The Workroom’s original appointment included the creation of a corporate website, www.scouts.org.uk, which will launch in the next fortnight. It is the first “big job” for the consultancy’s recently launched website division, says Workroom partner Martin Devlin.