Year 3 Block 1: WildPath

Campaign Design · Motion Graphics · Brand Identity · Print

WildPath was a university brief with a personal thread running through it. The task was to create a recruitment campaign aimed at Cub and Scout aged young people; promoting the mental health benefits of being outdoors and part of a community. As a Scout Leader myself, the subject matter wasn’t abstract. I knew the gaps in existing recruitment material and I knew the audience. That made it both more challenging and more rewarding to get right.

The Brief

Existing Scouting recruitment material for young people was sparse; almost nothing existed at a centralised level. The brief was to fill that gap with a campaign that felt genuinely engaging for 8 to 14 year olds and their parents; not corporate, not vague, but warm, active, and full of purpose. The result needed a campaign brand built from scratch, a motion graphic, and a suite of print touchpoints.

The Brand

The campaign name WildPath came from the idea of signposting; guiding young people toward something. It suggests a journey without being prescriptive. From there, a full brand system was built; logo, colour palette, typography, and a visual language that carried consistently across every touchpoint. The torn edge detail became a signature element; raw enough to feel adventurous, structured enough to stay cohesive.

The Motion Graphic

The Print Suite

The motion graphic was the centrepiece of the campaign. Built in After Effects, it leads the audience through the benefits of outdoor activity for mental health; weaving in the Scouting progression system as a way to connect with the target age group. Grain was added late in the process to give the graphics a rawness that matched the imagery and tone; clean and polished wasn’t right for this one.

With the brand established, the print touchpoints followed; three posters, a trifold flyer, and a parent handout. Each piece was designed to work independently while feeling like part of the same system. Typography led the posters; bold, direct, and confident. The flyer balanced information with energy, aimed at both the young person and their parent in the same piece.