CASE STUDY:
World Scout Jamboree Korea
SERVICES:
Logo design, brand identity, colour direction, illustration, brand pattern, social media templates, brand guidelines, merchandise
OVERVIEW:
Scouts needed a brand identity for the World Scout Jamboree 2019 UK Contingent. The identity would represent the UK at the World Scout Jamboree, whilst being modern and relevant to Young People aged 14-18. Designed to inspire, engage and support leaders and participants in making this a fantastic experience. While also incorporating a reference to the three hosting nations, America, Canada and Mexico.
The design approach centred on creating a bold and timeless identity that young people could feel proud to wear and represent on a global level. With youth engagement at its core, the identity was developed through collaboration and consultation, ensuring it felt inclusive, relevant and reflective of the UK Contingent’s values. Cultural references were thoughtfully woven into the visual language, balancing symbolism with modern design to create a confident, unifying brand that supported participants and leaders throughout the Jamboree experience.
THE OUTCOME
After presenting four unique design concepts to the UK Contingent’s Youth Shaped Team, Scouts staff and members of the UK Contingent Volunteer Team. A wide range of relevant stakeholders were consulted, including those from faith communities, to ensuring the visual identity aligned seamlessly with the UK Contingent’s core brand values.
To increase youth involvement, over 250 young people under the age of 24 from across the Scout Movement participated in a social media consultation, voting on their favourite design concept and playing a direct role in shaping the visual brand for the UK Contingent at the 2019 World Scout Jamboree.
The winning design? A striking Siberian tiger – South Korea's national animal – symbolising strength, courage and cultural connection. I bought the concept to life with a full suite of brand assets, including primary and secondary logos, a custom brand pattern, colour palette, signage mockups and full brand guidelines.
