Being prepared

The project

In 2015 I was challenged with redesigning the Scout Association’s quarterly magazine through my role at Immediate Media Branded Content. I felt that the Magazine should become a more crafted, valuable, and keepable document, empowering the adult audience to take pride in their involvement in their movement. I created a bespoke drawn masthead giving the magazine a distinct identity which presented the new format in a bold and decisive manner with a nod to heritage. My art-direction always aimed to capture real scouting in the photography – looking to capture natural moments with a sense of narrative, whereas the illustration should express the joy of working with young people, but not be aimed at them. It was – in the words of one volunteer – “properly grown-up”. I also created the identity for sister magazine Make.Do.Share. – if Scouting was the adult volunteer magazine, then Make.Do.Share. was its unruly, creative younger sibling. Reader satisfaction levels have surged following the relaunch, and advertising revenues increased dramatically – up over 50% – now offsetting over 30% of the cost of producing the magazine.
UK Scout AssociationUK Scout Association

“James delivers a high quality and lively design, which always benefits the audience.”

Will, Design Director, Immediate Media Branded Content
UK Scout AssociationUK Scout AssociationUK Scout AssociationUK Scout AssociationUK Scout AssociationUK Scout Association
UK Scout AssociationUK Scout Association
UK Scout AssociationUK Scout AssociationUK Scout AssociationUK Scout AssociationUK Scout AssociationUK Scout Association

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James Daniel Design
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