Connecting a global community with experiences that inspire.
The World Association of Girl Guides and Girl Scouts brings together a global movement supporting girls and young women. Its World Centres offer opportunities for adventure, friendship, cultural exchange and personal development.
Since 2021, our work with WAGGGS has connected strategy, communications and digital delivery around the World Centres. The partnership spans audience narratives, website design and development, campaign support, virtual programmes and a dedicated booking platform, with continuing technical support and platform improvements.
The priority.
The World Centres share a common purpose, but each offers a different experience. WAGGGS needed to communicate that collective value while helping audiences understand what individual centres could offer them.
The challenge extended from discovery to participation. Prospective visitors needed clearer information about programmes, accommodation and events, while centre teams needed digital tools to support enquiries, bookings and administration.
Our approach.
We began with the audiences, their motivations and the experiences that make the World Centres distinctive.
That strategic foundation informed content, creative and website design. Subsequent projects addressed different needs: supporting campaigns, enabling virtual participation and developing booking functionality. Working with central and centre-level teams, we connected the shared proposition with the practical requirements of each workstream.
The work.
Defining the World Centres story.
We developed audience personas and content narratives that expressed the value of the World Centres beyond accommodation or individual activities.
Themes including adventure, empowerment, culture and friendship provided a shared messaging foundation, with different emphasis for each centre. Content frameworks and planning tools translated those narratives into practical guidance for teams creating and distributing communications.
Designing the World Centres website.
We reworked the information architecture, website experience and UI to help visitors discover the centres and explore their programmes.
The work addressed fragmented information and inconsistent navigation, bringing centre information, experiences and practical visitor details into a clearer structure. Copy and visual design connected the emotional appeal of a visit with the information people need to plan one.
Supporting campaigns and community communications.
We supported World Centres marketing through campaign planning, copywriting and creative assets.
The work included centre-specific communications and materials that member organisations could share with their own communities. Reusable templates and content packages gave teams a more consistent way to promote programmes while retaining the character of each centre.
Enabling virtual participation.
A separate project extended the World Centres experience into virtual programmes.
We designed and developed the digital experience for discovering online events, registering and accessing programme information. The work included account and checkout journeys, supporting communications and guidance for the team managing the content.
This created another route to participation alongside visiting a centre in person.
Developing the booking platform.
Later scopes focused on the operational journey from choosing an experience to managing a booking.
We designed and developed a dedicated platform supporting event and accommodation bookings, with guest information, payment integration and administration tools. This work addressed both the visitor-facing experience and the information centre teams need to manage participation.
The platform continues to develop through additional features and enhancements that support the centres’ programmes and day-to-day operations.
Supporting the platforms over time.
Our technical team continues to support the World Centres’ digital platforms through maintenance, troubleshooting and iterative improvements.
This ongoing work connects feedback from the people using and managing the platforms with practical changes to functionality, user experience and integrations.
The result.
WAGGGS has a shared communications foundation and digital platforms supporting different stages of the World Centres journey: discovery, programme exploration, virtual participation and booking.
The work brings the centres together through consistent messaging and design while allowing their individual experiences to remain distinctive. It also gives WAGGGS practical tools to communicate its programmes, manage participation and support the teams delivering those experiences.
Continuing technical support builds on these foundations, helping the platforms develop alongside the centres’ activities.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.