When Girl Scouts of the USA introduced its new “Exploremores” cookie earlier this year, the creative direction behind its look came in part from SUNY New Paltz alumna Laura Molina ’13 (Graphic Design).
As design director of brand marketing, Molina helped shape visual details, from the color palette and packaging to the cookie photography seen across national promotions.
Molina has worked at Girl Scouts for nearly 12 years, since landing her first post-college job there through a creative staffing agency. “It was meant to be a temporary role,” she said, “but it turned into something much bigger. I’ve been able to grow here and work on almost every part of the brand from website redesigns to cookie packaging and brand refreshes.”
Molina transferred to SUNY New Paltz after earning an associate degree. She lived off campus and spent two years finishing her Bachelor of Fine Arts, describing that time as “focused, but full of opportunity.”
One of those opportunities was a summer internship at “Cosmopolitan” magazine. “I actually interviewed for ‘O, The Oprah Magazine’ first,” she said. “I didn’t get it, but they passed my name along to Cosmo, and that’s how I got the internship. It gave me a glimpse of what a fast-paced design environment looked like.”
That early experience built the confidence she carried into her professional life. At Girl Scouts, Molina works across teams to develop everything from national ad campaigns to product launches.
“When a new cookie is in development, it’s a long process with a lot of voices,” she said.
The development of “Exploremores,” a cookie inspired by rocky road ice cream, involved input from bakers, vendors and marketing teams across the country. Molina played a key role in shaping the cookie’s look and feel, from recommending colors for the packaging to art directing photography for the front of the box. The treat will be available January 2026.
“We consider how the new cookie fits with the existing lineup, what colors will stand out on shelves, and how the imagery tells the story of the flavor,” she said. The process even includes tasting prototypes to refine the recipe, ensuring the cookie both looks and tastes right before it reaches Girl Scouts everywhere.
“We do get to taste-test during development,” she said. “Sometimes it’s, ‘This one’s too marshmallowy.’ It’s part of refining every detail.”
Outside of Girl Scouts, Molina recently started a personal project called Halftinos, which explores bilingual and bicultural identity through design and storytelling. “It’s been a way to connect my personal life with my creative work,” she said.
Molina credits SUNY New Paltz with helping her develop both skills and perspective.
“The professors really cared,” she said. “They challenged us to think critically about design, not just make things look nice. That’s something I carry into everything I do.”
