The Boy Scouts of America is facing a dramatic decline in membership. Our strategy was to re-brand the Boy Scouts into something more tangible and current.

Our main insight for the re-branding was that boys today don’t like being called “boys.” They want to be something more mature. They want to be called scouts.



1. IDENTITY
Re-brand The Boy Scouts into simply, Scout.





2. MEDIA
Create Scout novels that members can rally around. Make them available in Book, Podcast, & Radio.






3. ONLINE
Create a web site that allows the scouts to network in a safe and fun environment.






4. BRANDING
Create a tangible branding and revenue opportunity with Scout gear.