Brand Strategy & Positioning
Team:
Hale Lopez, Regina Barrera,
Tyra Kim, Manasi Pandya,
Kirstin Musselwhite, Noor Saade
Role:
Positioning Strategy, Creative Direction, Visual Identity, Research
Year: 2026
Scouting is the largest youth movement in the world, with 78 million members across more than 170 countries and 119 years of history behind it. To many people today, though, it reads as outdated: Western in character, militaristic in tone, and attached to values that feel out of place now. Even so, it keeps growing. The reasons haven't changed much either: an oath, skills learned outdoors, badges earned through effort, and a real sense of belonging.
The Challenge
Scouting operates through two global federations, under which thousands of national organizations run independently. This structure has allowed the movement to adapt to local cultures for over a century. At the same time, it has fractured Scouting's public identity. Inconsistency has followed, along with a lack of shared accountability and limited ability to communicate as one.
Scouting has spent more than a century teaching young people to become capable within their own communities. It asks them to gather, learn by doing, rely on each other, and keep showing up, week after week. This project asks a different question: can that same education shape people who are capable, curious, and compassionate on a much wider scale, not just locally but globally?
The Strategy
Belonging Beyond Borders reframes Scouting as a global fellowship rather than a collection of local troops. Global Scouting brings that idea to life through a shared identity, a common language, a digital platform, and programs that let Scouts learn, contribute, and belong across borders.
The strategy leans into a phased approach built around something Scouts already understand: fellowship, built over time and through shared experience. It renews Scouting's legacy as one global fellowship through different activations across each phase.
Radio Campfire
Radio Campfire is a 24/7 station run entirely by Scouts, built on the same spirit that started Jamboree on the Air decades ago. Troops in different time zones take the mic in turn, passing along stories, skills, and songs from home.
The broadcast never really stops. It just moves from one country to the next, like one continuous campfire circling the globe.
Scout Academy
Scout Academy takes learning outside the troop meeting and turns it into something Scouts can carry forward. Skills are paired with real certifications, not just badges.
Over time, it becomes a record they can use: for school, for work, for whatever comes next.
Beyond Borders Fellowship
Beyond Borders Fellowship connects troops across countries and keeps them connected, through shared projects, regular exchanges, and traditions that get repeated year after year.
Places that once felt far away start to feel like somewhere Scouts belong.
Grand Scouts
Once a Scout, always a Scout. Grand Scouts gives alumni a way to stay part of the movement, not just in memory but in practice, for as long as they want to.
Many return as merit badge counselors, teaching subjects they've spent decades mastering. It turns experience into something Scouts can pass down, and keeps the alumni a real part of Global Scouting.
