We know who we are but does everyone else? – Defining a brand identity.
I started working with Michael, Joel, Andre and the Little Foxes Club team at the beginning of the year. I was recommended to them by the talented Ross Tanner of Flosites (www.flosites.com) . The brief was to develop a series of detailed brand identity documents for the different sections of their business. This document was then to be used as a reference bible for their rapidly growing team and also to ensure all of their media communications remained consistent and on brand.
As a London sports coaching club coaching 3000 children per week through a network of administrators, coaches and managers, the identity needed to be clear, inspirational and a moveable feast. It needed to be easy to read, understand, process and put into practice for every member of staff. It also needed to have the ability to evolve with the business.
The team already have a really strong idea of who they are and this helped in the early stages, especially as I was entirely new to the business. They are a very passionate, knowledgeable group of people who care deeply about children’s health and education through sport. They are not just sports coaches but educators who work with community groups and special projects as well as managing a huge club membership. In addition they run an events team and recruit through schools, universities and social platforms. These many layers needed to be reflected in their identity.
Starting with The Little Foxes Club as a whole, we began with their vision of who they are, where they came from and the goals they have set out for themselves. We looked at their place in the local community and how they interact with the various people and organisations sharing the space around them. We talked about how they want the world to see them and what primary messages they want to put out there. From all of this we ‘bottled’ their essence and their core belief – one paragraph and one sentence to capture everything they are and all they hope to be. Not easy when there are so many layers to your business. In the end, we identified the foundation stone of The Little Foxes Club – ‘Children learn best when the learning is fun’. Everything else is just the nuts and bolts; the stuff that holds the organisation together.
That being said, ‘nuts and bolts’ need to be identified and understood too, so we spent some time discussing ‘tone of voice, ‘keywords’, ‘primary messages’ and the way in which The Little Foxes Club conducts itself through the written word across worldwide media platforms.
I am great at words but I am not a designer, so when we approached the subject of visual identity I left that to the design and digital media experts. Sometimes you have to admit to your limits.
When we were happy with our draft (we always call it a draft as we feel it is never really finished, simply changing to reflect the growing business) we turned our attention to a brand identity document for the Little Foxes Club Events division of the company. We applied the same thinking to our process and this document continues to be a work in progress.
Alongside the brand identity, I have worked with the team on their digital brochures for recruitment and school services and I support them in all of their communications making sure consistency of brand and message runs through everything they launch into the public domain.
I love working with The Little Foxes Club because they have so much energy. They never stop moving forward. The things we are working on together are really interesting and I feel like I am learning something every time I work on one of their projects. They are young and driven and true professionals. I really feel part of The Little Foxes team and, because of that; I care very much about the success of their business.
Here are some other projects a little like this that you might be interested in reading about.