Thisaway Creates a New Brand for Kids’ Sport and Play Specialists The Foxes Club

The Foxes Club began in 2007 by organizing games and activities in a London park. It has since become a market leader in delivering community-based children’s play programs, holiday camps, and football academies. Following a period of exceptional growth and with ambitious franchise plans on the horizon, we needed to help them clarify their proposition and create a brand that stood for something beyond their practical offering. The Foxes Club, previously known as The Little Foxes Club, offers play activities for kids, including football, tennis, and rugby, as well as facilitating holiday camps and kids’ parties. Foxes FC, the football academy side of the business, has been leading the grassroots game since 2009. However, from a customer’s perspective, this brand architecture proved confusin