When Explorer Scouts launched in 2002, most households shared a single dwelling pc, if they’d one in any respect, and social media did not even exist. Greater than 20 years on, the world has modified, and the model constructed for youngsters was beginning to present its age.
So Scouts introduced in London company Crimson Stone to reposition Explorer Scouts, the programme for 14–18-year-olds, and to construct it a brand new id: one which feels extra related, inclusive, and genuine to a technology of brand-savvy digital natives who can spot a gross sales pitch a mile off.
It comes as new analysis suggests many younger folks really feel much less ready for grownup life, with academics flagging worries about confidence, communication, and readiness for work. Alongside the rebrand, Scouts has refreshed the Explorers programme itself, co-designed with younger folks, to mix sensible expertise with creativity, management, and journey.
This is not faculty
On the coronary heart of the work is a intentionally un-slick proposition: ‘Develop up’. It is constructed on the perception that youngsters are exhausted by the fixed stress of expectation, at college and in life, leaving little room for curiosity or development.
Relatively than overpromising, the brand new positioning frames Explorers as a spot the place the journey issues as a lot because the vacation spot – someplace anybody can belong, however no person has to suit the mould. A straight-talking model persona, “Actual curious”, carries it by.
The id places younger folks entrance and centre. A brand new marque impressed by the compass provides Explorers a robust visible shorthand constructed across the thought of the journey, and a set of daring supergraphics extends out from it, subtly nodding to the long-lasting Explorer necker. Pictures retains issues actual somewhat than staged, capturing the friendship, vitality, and randomness of being a part of a membership.
Room for the person
Though consistency mattered, Crimson Stone additionally constructed the model so each unit and each Explorer could make it their very own: a easy emblem system and templated comms let every membership create personalised supplies that also really feel on-brand, whereas a collection of “emblem expressions” loosens issues up for merch. The company additionally illustrated 40 badges to match the revamped programme – daring, accessible, and designed so as to add a pop of color to each uniform.
“Crimson Stone has helped set a brand new path for Explorers Scouts to satisfy the wants of Era Alpha, balancing real-world expertise and journey with a robust sense of belonging,” says Chris James, model and content material lead at Scouts. “The model feels contemporary, equally at dwelling on display screen and in print. It is impressed by the outside, formed by younger folks and actually captures the enjoyable, friendship and freedom, pointing to brighter futures.”
For Crimson Stone, the transient was about difficult assumptions. “Positioning Explorers as an antidote to the extreme, always-on nature of life for youngsters at this time, we needed to construct a model that embraced individuality, curiosity and most significantly, enjoyable,” says Wealthy Corr, affiliate inventive technique director at Crimson Stone. “From the technique by to the graphic property, the model is welcoming, eclectic, and just a bit bit irreverent.”
The brand new look rolls out as Explorers gears as much as relaunch and attain extra younger folks than ever throughout the UK.
