The information highway and all its glory was just reaching phenomenon status. A new millenium had just arrived giving birth to a digital generation. Back then we were part of Razorfish. And back then Fox Kids was on the verge of getting left behind. Bringing them up to speed was a golden opportunity. And who would’ve guessed that in the process we would end up redefining the kids idiom.
Building on the prestige of 20TH CENTURY FOX and capitalizing on the sex appeal of the network’s characters, we devised a brand strategy and created a visual identity specifically targeting international audiences. The objective of this global re-branding was to bring together audiences from all the international channels under one single positioning tagline, "I AM FOX!"