CO-FOUNDER/CEO + CO-FOUNDER/CCO SCOUT LAB, BROOKLYN NY
At Scout Lab, co-founders Willow Hill and Kaitlyn Barclay lead a purpose-driven agency with a focus on human and planetary health. Rooted in the principles of social responsibility and sustainability, Scout Lab works with clients across industries to create brands that champion change. Willow and Kaitlyn have spearheaded campaigns for companies like Venmo, Hey Jane, Ritual, and Adidas, focusing on impact-driven messaging that resonates with the next generation. Their mission is to build brands that don’t just sell products but drive meaningful, long-lasting culture shifts.
TELL US HOW AND WHY YOU BECAME INVOLVED IN SOCIALLY RESPONSIBLE COMMUNICATIONS, AND SHARE ANY THOUGHTS ON WHY DESIGN CAN BE AN ESPECIALLY EFFECTIVE TOOL?
Scout Lab was founded with a shared belief that socially responsible creative communication can be a catalyst for global change. Design has the unique ability to transcend language barriers, ignite emotion, and inspire action, making it a powerful tool for driving impact. Every project we work on has an impact on human or planetary health.
One project we’re proud of is a voter enablement campaign we’ve created in partnership with People for the American Way (PFAW) called Trunks for Change. Why Trunks for Change? The elephant was first used as the mascot for the Republican Party in the 1870’s, but they no longer want to be associated with political parties. Instead, they’re sharing the updated Elephants Voter Guide, which advocates for voting on three key issues (climate change, gun reform, and bodily autonomy), not party lines.
Along with custom merch and a voter guide, we’re hosting an art auction with all proceeds benefiting PFAW and their work to support the Harris campaign.
GIVEN THE CONFLUENCE OF EVENTS AND CHALLENGES OUR SOCIETY NOW FACES, DOES THIS MOMENT PRESENT ANY SPECIAL OPPORTUNITIES, URGENCIES, OBSTACLES TO DESIGNING FOR GOOD?
Today, the threats to women’s health have become more urgent than ever. From restricted access to reproductive care to the disproportionate impact of lack of support on mothers, women are facing heightened challenges. This moment presents a critical opportunity for designers to address these inequities.
We have a responsibility to create solutions that not only raise awareness but also provide tangible support for women’s health and well-being. Designing, creating and communicating good now means creating systems that empower women, protect their rights, and prioritize their health in a way that is sustainable for future generations.
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