Case Study: Reinventing the Girl Scouts Logo
In this project, I reimagined the Girl Scouts logo with a modern, minimalist approach while preserving the brand’s core values of empowerment, unity, and growth. By simplifying the original design, I removed unnecessary visual complexity, opting for cleaner lines and a more versatile silhouette. The updated logo retains the iconic trefoil shape but introduces a refreshed, contemporary aesthetic that resonates with today’s youth while honoring the organization’s legacy.

Overview:
I chose to examine Southland Transportation Group to take a closer look at their marketing efforts. Using a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats), I dug into what was working, what wasn’t, and where there was room for improvement.

Approach:
I started by looking at what they were doing well, like their strong reputation and reliable service, but also pinpointed areas where they could improve, such as their digital presence and customer engagement. I saw some great opportunities in areas like social media and online marketing, but also identified threats from competitors and shifts in the industry.

From there, I put together a list of practical suggestions, like updating their digital marketing strategy, revamping their website for a smoother user experience, and making better use of social media to reach more people.

Outcome:
The recommendations gave Southland a clear direction to improve their marketing. By addressing their weaknesses and tapping into new opportunities, they’re in a stronger position to connect with customers and stand out in a competitive market.