Creative Direction | Full Rebrand | On-set Art Direction

Mission: Empower players to GetYourFoxOn

Challenge:
What’s Foxy without the Fox? Research confirmed Foxy’s top-tier brand recognition, with Mr. Fox as its most iconic element but new UK gambling laws required Mr. Fox to vanish from all ATL and non-age content.

Brief:
Revitalise Foxy’s brand identity filling the gap left by Mr. Fox while amplifying the brand's fun, wacky vibe.

My Approach:

Flip the Script: Shifted focus from Mr. Fox (outer led) to the players (inner led), positioning them at the heart of the brand.
Triple Down: “Is it fun? Is it unique? Is it Foxy?” Embedded Mr. Fox’s defining traits—fun, wacky, and friendly—into every asset.
Invite the Pack: Directed a high-energy photoshoot featuring sassy new characters to bring the brand to life.
New Party, New Outfit: Led the creative direction of my super talented in house team to deliver a complete visual overhaul with a new photo shoot, over 300 new brand assets including bespoke animated visuals, fresh fonts, a brand book, brand guidelines, brand activation assets, product launch and updated TTL content as well as an updated App Store.

Results:

First-Time Deposits (FTDs), Net Gaming Revenue (NGR), and brand awareness all soared. Foxy won 3 Which Bingo awards, including the coveted ‘Best Bingo Site.’ The refreshed brand introduced playful energy, a bold new look, and an unexpected trend—mullets. Opened by Geordie Queen, Vicky Pattison, the world’s first mullet-only salon ‘Dirty Gertie’s Mullet Salon’, in Newcastle offered consumers free mullet haircuts straight from the campaign’s TV spot, foxy nails and games of musical bingo while the BoomFox kept the party alive. The city lit up with fleets of pedicabs and iconic parts of the centre were turned purple and orange with incredible out-of-house advertisement, with over 2million impacts. In total, the campaign gained a 1.1 billion reach via media coverage, gave 94 dodgy haircuts and engaged whole new community of Foxy fans.

Fun Fact:
The real divas on set were ‘Peking’ and ‘Duck,’ our Crested Pekin ducks, rocking natural mullets with a splash of red dye.