Scouts of America

The Boy Scouts of America has provided the leading youth character development program and values-based leadership training since 1910. The challenge was staying relevant in a changing world and countering an old-fashioned image, along with membership decline due to controversies. A rebranding was crucial to change customer perceptions. The Solution is to change the brand's name from 'Boy Scouts' to 'Scouts of America' for enhanced inclusivity, creating a modern and new visual identity.