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.