Triple Birthday Campaign & Badge Collection
Campaign identity and badge collection celebrating milestone anniversaries for over 250,000 young people nationwide.
SERVICES:
Campaign Identity, Badge & Merchandise Design, Brand Systems, Production Art Direction, Social Media Assets
OVERVIEW:
Scouts are celebrating three milestone birthdays in 2026. 5 years since the launch of Squirrels, 40 years of Beavers and 110 years of Cubs. To mark these anniversaries, they needed commemorative badge design that would work across all three Sections.
The challenge was to create a single badge design that felt appropriate for a wide age range, from Squirrels aged 4 to Cubs aged 10, while remaining small enough to sit comfortably on uniform. Beyond creating an embroidered badge, the design needed to scale into a full campaign design system, extending across merchandise, apparel, event banners, print toolkits, and digital communications for local groups across the UK.
The final assets needed to feel celebratory and special without becoming too childish or overly complex, sitting confidently alongside existing Scout badges.
THE OUTCOME
By pairing a simplified graphic style with the section colour palettes, the identity delivers maximum impact whether it's an embroidered badge sewn onto a uniform sleeve, or scaled up for printing across banner and flags. The design strikes a deliberate balance between playfulness and structure—feeling energetic enough for 4-year-old Squirrels without alienating 10-year-old Cubs.
The birthday badge lockup acts as a unifying anchor across all three milestone anniversaries. Giving each Section a shared visual language while respecting their distinct identities, sitting comfortably across three different uniform colours and serving as a lasting keepsake for members.
Created within Scouts' brand guidelines, the design system was pre-tested for manufacturing clarity to ensure seamless embroidery production. Beyond the uniform, the design adapts seamlessly across a range of touchpoints, from social media graphics and local group campaign toolkits to hoodies, t-shirts, flags, banners, and even custom woggles (for non-Scouty folk, that’s what holds a neck scarf together!).
