The Boys & Girls Brigade
A Lasting Legacy: 125 Years of The Brigade
Maintaining and improving a youth organization's long lasting legacy.
Project Summary
Modernizing a nearly 125-year-old brand to resonate with youth of today, while honoring and maintaining its rich history as staple in the Neenah, Wisconsin community.
Fun Fact
The rebrand’s sharp logo angles weren’t just for looks—they symbolized forward momentum and underlining mission, while the bold black-and-white palette let River Valley’s vibrant imagery shine front and center.
Situation
The Boys and Girls Brigade has been a cornerstone of the Neenah, Wisconsin community since 1900. Their commitment to providing a place for local youth to socialize, learn new skills, and build character has lasted generations. Between their downtown community center and their Onaway Island summer camp, the Brigade offers many opportunities for youth to Be Their Best.
The Brigade was facing a downtick in enrollment following the pandemic and was looking for a way to liven up their brand in order to better resonate with the youth of today. Having over 120 years of history under their belt and hundreds of lifetime Brigade members and volunteers to please, we set out on a mission to help the Brigade find their place in the modern community.
Approach
The Brigade team faced some internal backlash when they initially decided to rebrand. Our goal was to design a new brand that had modern touches without sacrificing the integrity of the old logo that many stakeholders were concerned about.
Stakeholders expressed frustration with trying to find content on the existing website. Our strategy for the new website focused heavily on navigation and the creation of an interactive events calendar to make it simple for students, parents, and volunteers to find what they’re looking for.
Solution
In order to modernize the brand, we created a new brand system that not only inspires creativity with vibrant and playful colors, but honors the legacy of the Brigade through symbolism in the logo. We designed a custom WordPress website to replace their previous Squarespace template which limited their capabilities and was difficult for their staff to manage.
We also shot new brand videos and photography for The Boys & Girls Brigade to replace the outdated content they were using and better represent the experience of today.
Stats
6
Days Spent Capturing Photo/video
58
Research Interviews Conducted
125
Years of History Preserved
The new Boys & Girls Brigade brand and website provided an easy-to-navigate digital experience that showcases the fun-loving energy of the youth organization while maintaining its traditions and legacy.
Deliverables
- New Logo Design
- Brand Color Palette & Fonts
- Brand Guidelines Document
- Custom Website Design
- WordPress Development
- Media Strategy Documents
- Brand Videos
- Brand Photography
A Brand Refresh To Last Generations
The Boys and Girls Brigade’s new brand and website create a unified experience that spans generations. Legacy elements combined with a modern feel create a brand that resonates with life long Brigaders and first-timers alike.
How long will your brand’s impact last? Let’s create a lasting legacy.
