Scouts Canada

Brand Strategy / Graphic Design

L’Association des Scouts du Canada, Scouts Canada’s French language chapter, which comprises some 17,000 members, wanted to update its image in order to give young people a better idea of all it has to offer. The primary objective being to increase participation in the movement, Beauvoir helped the association redesign its brand identity and develop a new creative platform. The lead theme here, in fact, was to deconstruct the stereotypes traditionally associated with the scouting movement in order to reveal the members’ real life experiences. While it still keeps in touch with tradition, the association’s new logo was meticulously modernized. It now offers a window into the future that rests upon strong foundations.

To bring the new brand to life in video, our team spent a day with a local scout group, immersing ourselves in their activities to truly see the world through their eyes. This perspective guided the entire production: capturing the scouts’ unique view of the world around them.

The brand’s creative platform offers a new, refreshed and playful image of scout life thanks to dynamic, up-to-date, graphic codes and colours. By turning the camera lens on the youth who make up the association’s membership and by featuring their take on things, this new creative platform now allows young people to become their own ambassadors.