A bold programme for a new generation
Girlguiding is the leading charity for girls and young women in the UK. Empowering nearly half a million young people, it helps members grow in confidence, build resilience and navigate the challenges of modern life.
More than a hundred years after the movement began, Girlguiding undertook its most ambitious transformation yet. Red Stone worked in close collaboration with the organisation to deliver a comprehensive redesign of its iconic badges and the activity programme – to ensure it remains relevant, inspiring and empowering for today.
Engagement
- Engaged and managed input from stakeholders throughout project
- Girlguiding sections: Rainbows, Brownies, Guides and Rangers
Research
- Interviewed 555 members and 186 non-members
- Attended Girlguiding events across the UK
Planning
- Planned badge programme across Programme themes
- Compiled questionaires for use in the field
Creative
- Devised a shape and colour coding system for all badges
- Illustration styles bespoke to each age group
- Badge books designs by age group
Delivery
- 187 badges for Rainbows, Brownies, Guides and Rangers
- Printed badge books and section guides
iF Design Awards 2019 (Europe)
Winner: Corporate Identity / Branding
IDA International Design Awards 2018 (USA)
Gold: Brand identity
A new chapter for Girlguiding
At the heart of the project was the reinvention of Girlguiding’s core experience – the programme of activities delivered across four age groups: Rainbows (5–7), Brownies (7–10), Guides (10–14) and Rangers (14–18). Red Stone was tasked with revitalising this journey, bringing to life the rich mix of interests, challenges and achievements that they engage with.
The new programme introduced over 180 redesigned badges, grouped under six themes that reflect contemporary aspirations and real-life experiences: Know Myself, Express Myself, Be Well, Have Adventures, Take Action and Skills for my Future.
Designed with girls, for girls
Working closely with girls and young women from across the UK, Red Stone developed an illustration and design system that feels contemporary, inclusive and fun. Shape, style and language were tested extensively with members to ensure they resonated with the different age groups.
We explored three creative approaches during the early development stage – varying illustration styles, badge shapes and whether the designs used words or relied purely on visuals. The feedback was clear: they wanted something personal, exciting and different for each section.
Throughout the summer, our team travelled the country with Girlguiding, meeting young people in units, camps and jamborees to test and refine our designs. For many, earning a badge represents far more than completing a task – it’s a marker of growth, friendship and unforgettable shared experiences. This emotional connection shaped every design decision.
Craft meets creativity
Once the design system was agreed, the next stage involved translating the bold visuals into embroidered patches – with all the intricacy that process demands. We fine-tuned colours, line work and stitch detail to ensure every badge stayed true to Girlguiding’s brand colours while delivering consistency and clarity in a small woven format.
Each section received a tailored badge and award book – wiro-bound, practical and age-appropriate – outlining what’s needed to earn badges and progress through the programme. These guides became essential tools, helping navigate their journeys while showcasing the new visual identity in action.
Beyond badges
The project extended to campaign assets for a parent-focused digital campaign, segmented by age group and designed to drive new registrations. With limited precedent for promotional campaigns, Girlguiding set clear benchmarks for success: 100 new members and a 5% conversion rate.
Interest was immediate. The redesigned badges, including new topics such as Protesting, Vlogging, Mindfulness and Women’s Rights, gained national media attention, with coverage in The Observer and on the BBC and a strong response on social platforms. The design system helped reposition Girlguiding as forward-looking and inclusive, while honouring its heritage.
A modern take on a cherished organisation
The redesigned system is more than a set of badges – it’s a creative expression of what it means to grow up with Girlguiding today. Through this extensive, collaborative project, Red Stone helped Girlguiding reflect the real lives, interests and ambitions of girls and young women across the UK – creating a visual system that speaks to the movement’s bright and confident future.
“Red Stone have done an amazing job in helping us to update our programme products and badges, and their work supports our mission to create opportunities for every girl in a way that is exciting, inspiring and relevant for their lives.”
