World Scout Jamboree 2027 UK Contingent Identity
Event branding designed to unite a global community.
SERVICES:
Event branding, illustration, concept, marketing materials.
OVERVIEW:
The World Scout Jamboree (WSJ) is the largest global Scouting event, bringing together 40,000–50,000 Scouts aged 18–25 from across the world. Organised by the World Organisation of the Scout Movement, the 2027 Jamboree will be hosted in Poland – a landmark international gathering centred on cultural exchange, collaboration, and skill-building.
The UK Scouts will take a contingent of over 3,000 young people and volunteers, offering a once-in-a-lifetime opportunity to represent the UK on a global stage.
Each Jamboree is shaped by its host nation and a unique theme, Scouts UK commissioned me for the creation of a distinctive brand identity for the UK Contingent. I was brought on to develop a full visual identity system that would capture the spirit of the event, balancing a sense of national pride with a design that felt modern, inclusive and relevant.
The project required close collaboration with multiple stakeholders, including internal teams and volunteers, with a considered sign-off process to ensure the identity resonated across the organisation. A key challenge was to create something that authentically represented both the UK and the host country, Poland — resulting in a unique identity that could stand confidently on an international stage while remaining meaningful to its audience.
THE OUTCOME
The final identity centred around an otter, which was later named Oddie – an animal native to both the UK and Poland, forming a meaningful connection between the two countries. The otter represents joy, playfulness, curiosity, friendship and community, making it a great symbol for an event built on global connection and shared experience.
Working within the World Scout Jamboree branding for Poland, the identity was designed to integrate seamlessly with the official Poland 2027 mark. I developed and created a visual concept where Oddie interacts directly with the circular Jamboree logo. Think of Oddie as cradling it like a precious pebble . This creates a meaningful connection between the UK contingent identity and the wider event branding.
The final design system was built with flexibility in mind, ensuring it could be applied consistently across a wide range of touchpoints. From merchandise and embroidered badges to slide decks, social media templates, and large-scale event graphics, the identity works effectively at every scale.
The result is a distinctive and engaging brand that resonates with young people, helping to build excitement of the event, and a sense of belonging across the UK contingent. It provides a cohesive visual language for a complex, multi-stakeholder programme, and equips teams and volunteers with a clear, accessible toolkit to communicate consistently in the lead-up to the event.
