The Order of the Arrow is the national honor society of the Boy Scouts of America, serving over 100,000 of the BSA’s 2 million youth members. In 2015, the OA celebrated it’s 100th anniversary, and in doing so held the largest conference in its history. 15,000 members, nearly double the amount that attended the previous conference in 2012, attended the week-long celebration at Michigan State University.
When we started the brand design for this conference one year prior, we began with a few questions:
How do you sell an idea? How do you use design to tell a story, to change hearts and minds and leave people with a message they’ll remember?
The answer, of course, was to create a brand that’s more than pretty. We had to create a brand that moved people.