Foxen’s brand carried a cold, AI-generated feel that didn’t align with their core value of being “customer-centric.” They were looking to modernize and humanize their identity while keeping their existing Webflow foundation intact. Our approach focused on introducing a warmer, more approachable visual language that could scale across all marketing channels. We began with the groundwork—refining the brand architecture and refreshing the website—as the first step in a thoughtful, phase-in/phase-out evolution.

Developed a cohesive brand architecture system for Foxen that clarified the hierarchy across their expanding suite of products and services. After exploring multiple naming and lockup approaches, including icon-based systems, standalone product naming, and branded-house configurations, we aligned on a unified logotype system in which all product names are typeset using the Foxen brand font in a lighter weight than the brand name, without adding the Foxen logo to each mark. This structure proved highly extensible and has become a foundational guideline for future product and service releases. Within this system, I also established distinctions between product groups such as the Waiver Suite (WaiverCore, WaiverFlex, and WaiverCell) and explored color and typographic treatments that signal family relationships while still allowing each solution to be purchased and positioned independently. 

The result is a scalable, strategically grounded product framework that strengthens cohesion across the Foxen platform.

The goal of the project was to create a tailored visual kit of parts that Foxen’s in-house marketing team could confidently use across all channels. Because non-designers would ultimately be applying these elements, the system needed to be flexible, intuitive, and easy to adapt, without sacrificing brand consistency. I designed the assets to be plug-and-play where possible, while still offering enough versatility for campaign-specific needs. I also provide ongoing support to ensure the team stays aligned with the brand guidelines and to develop key art when higher-touch creative is needed.

To achieve a contemporary yet conservative evolution of the brand, we recreated their abstract UI collages to pair product-focused UI abstractions with storytelling photography across key pages and hero sections.

For the Foxen website refresh, we worked within the constraints of their existing Webflow framework and delivered a full visual reskin that modernized the brand without requiring a complete rebuild. A key objective was replacing the cold, AI-generated imagery with warmer, more human-centric photography that better reflects Foxen’s core value: We are Customer Centric.