How OCD Rebranded The Girl Scouts

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The Original Champion of Design’s most recent project, headed by Jennifer Kinon and Bobby Martin, focuses on rebranding the corporate identity of the Girl Scouts of the United States of America. This brand makeover was initiated in order to revitalize the organization, and to completely transform the Girl Scout image, creating a fresh new look that will inspire the upcoming generation of girls from every background to join.

The OCD is an independent branding and design agency whose fundamental aim is to make the underlying vision behind each project visible through their creative work. As their mission statement says, OCD seeks to “identify the heart of each project…[and] discover creative opportunities that are often innovative, and sometimes off the wall, yet always appropriate.” They have worked with a number of clients, which include Jazz at Lincoln Center, the Museum of SexThe New York TimesNFL Players Association, and Saks Fifth Avenue.

Kinon is a founding partner of OCD and a faculty member at the School of Visual Arts MFA Design Program. She graduated from the University of Michigan, and then, earned her MFA from the School of Visual Arts. One of her more recent projects, under Michael Bierut at Pentagram in New York City, has won a number of awards from the D&AD, AIGA365, Type Directors Club, ID Magazine, Communication Arts and Print, and has also been included in the permanent collection at the Museum of Sex.

Martin is also a founding partner of OCD. He graduated from Virginia Commonwealth University, and also earned his MFA from the School of Visual Arts. His work has been featured in Print Magazine’s New Visual Artist Review, and has won awards from the Art Director’s Club of NY, AIGA 365, Graphis, STEP Inside Design magazine, as well as a Sappi Grant for his work for the Abyssinian Baptist Church of Harlem, New York.

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