FoxBox Branding
Overview
Create a unique brand that stands out in the childrens charity landscape; build an easy-to-use, flexible and scalable brand system.
Role:
Art Direction, Design, Illustration, Motion Design
Brief
FoxBox first came to me for help designing a packaging concept which I then expanded into a multi-channel design kit. They wanted to project a happy, energetic and practical voice in their visual branding.
Research > Exploration > Definition > Application
Landscape Research
The first step of my design process is research. For Foxbox I looked at several childrens charities, clothing and lifestyle brands; with special focus on social media to get an overview of these brands and how they see themselves.
I looked at major children’s charities like Ronald McDonald house, as well as children’s educational and clothing brands like Beanstalk Co. and Hannah Anderson.
Exploration
FoxBox wanted to be happy, energetic and unique. I was drawn to the graphic illustrative styles of vintage book publishing. They use simplified images to convey both representative and abstract ideas. This colorful style is accessible to kids while communicating important information. I also used these references to start creating a color palette that would work across applications.
Defining the Components
Color, Illustration and Confetti are the core components that help make the FoxBox visual brand flexible and scalable.
Color
A bright color palette is energetic and happy while setting it apart in the children’s charity space where brands tend towards soft pastels. These colors helps make the flat, iconographic illustration style kid-friendly but not cartoon-ish or overly silly.
Illustration
I created a flat, representational illustration style for FoxBox to demonstrate the care items in each of its boxes. Using bright colors and exaggerated scales helps these collections of everyday objects feel fun and playful. Not being bound by realism also makes these easy to mix and match for new illustrations when needed.
Confetti
Another core component of the FoxBox brand is the Confetti, the pattern of X, Os and hearts that appear throughout FoxBox branded assets. In an illustration they add movement and lightness; in a grid pattern on their own they can act as anchors in a text layout. Blown up big they become bold fields of color for website headers and social media posts
Application
The application of the FoxBox brand across various channels is a showcase of its flexibility and range. Each component can be used on its own or in combination with other parts as needed.
Foxbox Website
On the website, the big fields of color are used to anchor headlines and quote cards. The illustrations are built to be used on a white background but in special cases like this home page splash illustration, I’ve created alternate versions that appear on one of the brand colors.
Packaging
The kickoff design project for the FoxBox brand was this packaging design. FoxBox wanted to create a box that could be used for storage or playtime after the care items were delivered. Instead of a design using the FoxBox logo as a focal point, I created this joyful mix of color and pattern using the brand colors and confetti patterns.
FoxBox on Social Media
FoxBox uses bold color and chunky graphics to grab attention in social media feeds. For efficiency and ease-of-use, I created a branded set of templates on Canva that FoxBox is able to customize as needed.
FoxBox in Motion
When applying motion to the brand, the confetti becomes the star of the show. This GIF was part of a social media countdown to launch day.