Case Study: Scouts Explorer Scouts regains relevance with Red Stone brand revitalisation

Scouts refreshes Explorer Scouts with Red Stone and 40 new badges

Red Stone was appointed by the Scouts to help revitalize the Explorer Scouts, a youth programme for 14–18 year olds. The challenge was that the brand and programme felt outdated to a new generation of digitally-native teenagers, struggling to offer a relevant and authentic space for personal growth amidst a changing world.

The solution by Red Stone involved a comprehensive repositioning co-designed with young people. They developed a new brand strategy and "Real curious" personality, launching a refreshed visual identity with a new compass-inspired logo, bold graphics, updated photography, and a complete suite of illustrated badges. Red Stone delivered brand guidelines and flexible templates, creating a more inclusive and authentic brand that captured the programme's energy and sense of belonging, preparing it to reach more young people across the UK.

Scouts (Explorer Scouts)