Girl Scouts River Valleys was facing a unique issue of showcasing their huge number of life-changing camp sessions while also reducing the number of pages for their annual Camp Catalog. The Communications team created a different campaign concept than what the Camp and Program departments were used to.

I wanted to feature the organizations strongest creative asset, which is their photography. Girl Scouts branding both at a council and national level want to feature the authenticity of their youth members and have that be the focus of their marketing pieces. In order to best highlight the stellar photography, I used a full bleed image for the FY24 Camp Catalog.

Fiscal Year 24 offered a challenge of showcasing over 140 camp sessions to both their youth members as well as non-members. It took the most time to provide a visual hierarchy and categorize all the sessions based on timeframe and session type.

The FY24 Camp Catalog was sent to over 12000 members and an additional 3000 of these catalogs handed out to non-Girl Scout members. On the first day of registration, over 50% of the sessions were filled.