While working with Town Hall, I developed the brand look and feel for the 2023 Girl Scouts of the USA convention. The theme of the year was “Phenom” and our goal was to celebrate what made girls phenomenal. The concept centered around “dreamscapes”, colorful imaginary places that reflect the diverse passions and interests of Girl Scouts everywhere and inspire them to imagine their future and the world they are helping to build. 

We collaborated with the illustration studio Down The Street to create 8 unique dreamscape illustrations that would be used across the convention branding showcasing worlds where sciences, arts, exploration and nature come to life for the Girl Scouts. These were paired with a photography and graphic typography system branching off of the main Girl Scouts brand. 

We explored how this design system could be used across promotional digital materials, and physical items like merchandise and convention badges. 

The system expanded to a colorful placemaking and wayfinding system in the convention hall itself at Disney's Coronado Springs Resort. 

Our final deliverable was a comprehensive style guide that could be distributed to various vendors for final execution of assets needed for the convention.