St John youth
To brand St John's Youth programme, updated as a result of a major review, with the ultimate aim of retaining and attracting membership.
Aimed at a wide audience - members aged 5-25 and adult leaders - we needed to establish a consistent look across the entire programme and engage with specific age ranges at the same time. Modernity was essential; to be relevant, appealing and inspiring to children and young people today. We created distinct but related visual identities for Badgers, Cadets and adult leaders, further reinforcing the changing face of the programme. The Youth section was also branded, presenting it as a dynamic and forward-thinking arm of St John.
Many youth organisations struggle to engage with a disinterested audience, but this piece of work enabled St John to reduce membership attrition and attract new members. Adult leaders also become more inspired, so improving overall delivery of the programme.