The UK community sports provider, now The Foxes Club, partnered with Bath-based design agency Thisaway to help the franchise expand beyond its offer of sports classes, camps and academies for kids. Its new positioning underlines an emphasis on community and credibility. Thisaway therefore sought to create a design identity that would appeal to parents, young children, teenagers and B2B audiences such as schools. The Foxes Club’s new look now evokes both playfulness and authority with a simple logo drawing on examples of sports team crests and shields, while a bold colour scheme stands out in the bustling environments in which the Club exists.
