The Senior Section rebrand step by step

Our step-by-step guide to what we’ve been up to - including how we'll be taking more time to get the new look for The Senior Section right

09 March 2017

We’ve been working with young members to develop a new brand for the soon to be transformed section

We’d hoped to have the brand ready for a big reveal this March but we’re delaying as we want to ensure we have time to get it right and create a brand young women have chosen and are proud to be part of.

Read our step-by-step guide to see what we’ve been up to and the next steps for our new-look section.

Step 1: Creating a girl-led journey

As part of Girlguiding’s commitment to youth voice, it was really important that the young members most affected and closest to the age of the new 14-18 section take the lead in decisions regarding the future of that section.

So we set up a process that would enable them to steer the development of its new brand and because that’s no small task we brought in a marketing and branding agency, GOOD Agency, to support them through their journey.

Step 2: In-depth interviews

We hosted in-depth interviews with members and non-members (aged between 12 and 18) from across the UK to gain an understanding of their world, what brands they like and what kind of a group they would be proud to be a part of.

Step 3: Creative workshops

Then creative workshops took place in Birmingham during January, where members and non-members from across the UK (aged between 12 and 18) generated key themes and ideas to feed into the development of potential names and look.

Young people told us they wanted a one word name, with a simple design, and that it was important the new name and logo represents:

  • ambition
  • energy
  • inclusivity
  • and adventure.  

Step 4: Considering the Rangers name  

Some of them also noted that ‘Rangers’ is a popular name they’d like to see being used nationally again. Following their steer we looked into the possibility of using it, but our legal team has confirmed that as we do not hold a trademark for Rangers, we could face challenges from other organisations who do hold relevant trademarks if we reintroduced it nationally.

We’re looking into all possible options, but it may be that these challenges would present significant financial and reputational risk to us which we may judge to be too great.

Step 5: Uniform survey

After letting all members know our plans to email surveys to girls, we sent out a survey in January inviting members aged 12 to 18 who were registered on Go! to tell us what they’d like to wear as part of the new section. For members under 14 years old we sent the survey to their parents to help them fill it out.

Step 6: Name survey

In February we sent a survey to 12 to 18 year olds (using the same process as above) to get their thoughts on a selection of names that were inspired by the previous rounds. The names were:

  • Voyagers
  • Kites
  • Jets
  • Skylarks

We were delighted 5,383 members completed the survey – however, the results showed split results with no consensus on a preferred name.

What next?

Because girls and young members didn’t identify a clear favorite, we’ve decided to extend our journey to work with them to develop and consider more options and will let everyone know the outcome as soon as we can.

We know this may be disappointing to some of you, but we want to ensure this key work has time and attention it deserves, so we can create a brand young women are proud to be part of.

What does this mean for the new programme?

  • We will continue to develop the new programme for 14 to 18 year olds as planned (along with all the other sections). You will still receive your taster packs in summer of 2017 including content for 14 to 18 year olds.
  • New programme resources - including the taster packs - will use the existing Senior Section branding until a new name and brand is decided.
  • We will be do more consultation with girls about the name and look of this new section – to make sure it really reflects what they want and need. We will share the timeline for this and launch the exciting new name, brand and uniform as soon as possible.
  • Our plans to offer 18 to 25 year olds separate opportunities will continue, but women over the age of 18 are welcome to attend unit meetings until 2019.