Making a bold brand work across every context.

Following Trollbäck’s broader refresh of the FOX brand, I worked with internal teams on a range of strategic and verbal identity challenges designed to help the new positioning travel across the business.

The work focused on translating a distinctive consumer-facing brand into practical systems for different audiences, partners, and platforms. That included evolving tone of voice, partner communications, and the way FOX showed up in attribution and other moments where the brand had less control over the experience.

It was an exercise in making strategy usable: protecting a strong point of view while giving teams enough flexibility to apply it across a complex media ecosystem.

Brand Strategy / Tone of Voice / Partner Communications / Messaging / Brand Systems