Annual Campaign Materials
Our client is one of two licensed bakers of Girl Scout Cookies®. Each year, our agency developed a new campaign to motivate young entrepreneurs and support councils throughout the cookie-selling season.
I helped shape the visual direction for these campaigns, developing concepts that extended across rewards, photography, sales, training, marketing, and council communications. The challenge was to keep the program fresh year after year while balancing multiple audiences, evolving brand standards, and varying council needs.
The following examples showcase campaign concepts and materials I developed across several years of the program.
Climb with Courage
Climb with Courage connected the season’s koala bear mascot with the courage and determination of young entrepreneurs reaching new heights with their cookie businesses.
As girls increasingly found creative ways to sell online following the pandemic, our client was also expanding how it supported digital selling. We used this shift as the foundation for the campaign, positioning girls as confident, resourceful entrepreneurs navigating new ways to connect with customers.
For the catalog covers, we featured girls demonstrating their unique approaches to selling, isolating them against bold cookie-box colors and patterns inspired by the rewards they could earn. Digital-focused covers placed the girls within graphic frames reminiscent of video calls, extending the concept across both physical and digital touchpoints.
Role on this campaign: Cover Imagery Concept Creation, Photography, Photo Editing, Layout of Digital Brochure
Go for Bold
Shoot for the Stars encouraged girl entrepreneurs to set ambitious goals and give their all during the cookie season. The visual concept combined gold medals with bursts of energy and stars, positioning the girls as the shining stars of the program.
For the council folder, I developed a die-cut cover that allowed the brochures inside to become part of the design. A girl’s face anchored the front of the folder, while different girls could be featured within the starburst depending on the brochure inside—creating a flexible system that kept the concept cohesive across multiple pieces.
The result reinforced the heart of the program: celebrating the girls and reminding councils and volunteers why their work matters.
Role on this campaign: Photography, Photo Editing, Folder Concept Creation, Layout of Folder, Brochure Cover and Poster.
We've Got This!
This theme celebrated sisterhood and embraced the power of girls working together to achieve their goals. The layouts play with the energy from the high five and exclamation point in the logo. In addition to the catalogs I'm showing a couple of tshirt designs and enamel keychains I made to go along with this theme.
Role on this campaign: Photography, Photo Editing, Folder Concept Creation, Layout of Folder, Brochure Cover and Order Card Cover.
Wow the World
This campaign encouraged girls to set their goals high and explore a fantastic world of cookie entrepreneurship. The cookies become larger than life in a fantastical landscape where girls can achieve anything they can imagine.
Role on this campaign: Folder Concept Creation and layout, Photography, Photo Editing, Layout of posters and brochures
