ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC101_BCD001G
About the Work
Girl Scouts of America. The oldest and most historic organization for girls in the United States of America with 1.7 million current Girl Scouts and 50 million alumnae. For over a century this movement has been integrated into nearly every cultural milestone of the country since its inception, from women’s suffrage to civil rights, they’ve been there. Pioneering female leadership and empowering girls to act on their dreams and change the world. Over the past few decades, their legacy began to live in a cookie-shaped shadow, their relevance in culture dwindling and their membership down. Girl Scouts invited COLLINS to evolve and reestablish their brand as an unignorable cultural force in the lives of young women today.
To visually represent Girl Scouts' many ambitions, we placed patches and badges, their iconic symbol of achievement, at the heart of their new identity system. This set of tools can be arranged in simple or expressive applications by councils across the country to create broad yet cohesive communications. We simplified their symbol from a representative illustration of girls' profiles to the simple, iconic silhouette that has been with the organization from the beginning: the Trefoil. By pairing this with a vibrant palette, Girl Scouts can reassert their legacy as a true badge brand that girls are proud to represent.
To visually represent Girl Scouts' many ambitions, we placed patches and badges, their iconic symbol of achievement, at the heart of their new identity system. This set of tools can be arranged in simple or expressive applications by councils across the country to create broad yet cohesive communications. We simplified their symbol from a representative illustration of girls' profiles to the simple, iconic silhouette that has been with the organization from the beginning: the Trefoil. By pairing this with a vibrant palette, Girl Scouts can reassert their legacy as a true badge brand that girls are proud to represent.
2022 Awards
Total Points: 45
Gold Cube
Credits
Agency
COLLINS / New York
Copywriter
Madeleine Carrucan
Creative Director
Megan Bowker
Designer
Kristine Lim
Camille Sauvé
Sanuk Kim
Photographer
Mari Juliano
Strategist
Dashiell Alison
Business Director
Antonia Lazar
Niamh Walsh
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