Girlguiding pushes major rebrand with new campaign

Girlguiding, the UK’s largest youth organisation dedicated to girls, is promoting the largest rebrand in its 113-year-old history with a new multi-agency campaign, led by VCCP, designed to challenge perceptions about the organisation’s work.

The roots of the campaign stretch back five years, when Girlguiding recognised an opportunity to refresh its brand to bring it in line with its overhauled programme of badges and activities, and core goals: to increase appeal among girls in the UK, to attract new volunteers, brand partnerships and investment, and to present as a modern and dynamic youth organisation that equips girls for the future and gives them a safe space.

In 2019, the organisation started working on plans with the aims of the rebrand identified to champion imagination and celebrate collective adventure, exploration and curiosity across all four individual Girlguiding sections – Rainbows, Brownies, Guides and Rangers – while fulfilling its new purpose of helping girls to know that they can do anything.

In 2021, Girlguiding appointed Landor & Fitch as its transformation partner, with a brief to create an identity that recognised the history of the organisation but also made the brand relevant for the future.

Girlguiding director of communications, marketing and fundraising Amanda Azeez said: “We’ve been creating unforgettable, empowering experiences for girls for over a century. To enable us to continue in our mission and reach even more girls and volunteers, we needed to look at how we’ve evolved over this time and address outdated perceptions holding us back.”

The redesign impacts all aspects of the Girlguiding brand, including badges, stationery and icons. The Girlguiding brands, Girlguiding itself, followed by Rainbows, Brownies, Guides, and Rangers sections, have been recreated under a new “masterbrand identity” to ensure consistency and accessibility.

The new colour palette is designed to showcase modernity and vibrancy, while building strong variation between the Girlguiding sections.

The integrated advertising brief sees VCCP Media deliver paid media activity with creative development from VCCP London and VCCP’s global content production studio, Girl&Bear, which has handled production.

VCCP Media is responsible for the strategic and commercial media campaign amplification aimed at driving re-appraisal of the organisation and encouraging volunteers and girls to become members.

VCCP Media joint chief executive Tara Marus said: “We have a big opportunity to challenge perceptions about Girlguiding and it is critical that we all work together to maximise the impact across every single contact point with the audience.”