Oxford Athletic Club’s youth programming lacked consistency and scalability. Programs launched every six weeks with unique promotional materials for each offering, creating an inconsistent experience for families and requiring constant redesigns and website updates. Registration was also difficult to navigate, with returning families quickly filling limited spots while new families often missed opportunities.

At the same time, the club was transitioning to a new subscription-based model, offering year-round programming from September through May with monthly enrollment. To support the launch, an entirely new sub-brand needed to be researched, designed, approved, and implemented in less than one month before fall registration opened.

The goal was to create a recognizable sub-brand that felt connected to Oxford Athletic Club while establishing its own playful identity for children and families.

The brand strategy focused on:

• Building upon Oxford’s existing visual identity to maintain brand recognition.

• Creating a colorful, welcoming system that appealed to children while remaining credible for parents.

• Positioning movement as the defining characteristic that differentiates Kids in Motion from traditional youth programs by combining physical activity with educational and skill-building experiences.

• Designing a flexible visual system that could scale across multiple programs, print materials, digital platforms, and future growth.

Brand Identity

The visual direction centered around Playful Growth capturing movement, curiosity, confidence, and lifelong learning in a way that felt energetic without becoming overly childish.

Logo

Collaborated with the marketing team to develop a kid-friendly logo anchored by Oxford Athletic Club’s existing icon, strengthening the connection between the parent brand and its new youth initiative.

Color Palette

The palette expanded Oxford’s brand while introducing vibrant colors that communicate energy and discovery.

• Power Blue — Trust, confidence, and the primary Oxford brand connection

• Adventure Purple — Creativity and imagination

• Goldie’s Green — Growth, wellness, and positivity

• Motion Orange — Energy, movement, and excitement

• Radiant Rose — Warmth and friendliness

• Bubblegum Blush — Gentle, approachable accent

• Cloud Gray — Clean neutral supporting color

Typography

Grace Kids was selected for headlines to introduce warmth, personality, and an approachable hand-drawn feel, while Futura provided balance through clean, modern typography that keeps longer-form content highly readable and professional.

Environmental Design

The brand extended beyond marketing materials into the renovation of the Kid Zone, establishing a cohesive experience through Power Blue, White, and Goldie’s Green throughout the newly designed programming space.

The new Kids in Motion brand established a cohesive identity that transformed how youth programming was presented and experienced.

Results included:

• A complete sub-brand aligned with Oxford Athletic Club’s master brand.

• A centralized webpage serving as a single destination for program information and registration.

• A comprehensive program guide replacing dozens of individual flyers.

• Consistent branding across digital and print marketing materials.

• More than 15 branded creative assets developed for launch.

• A branded Kid Zone environment supporting the new program experience.

• A scalable identity system designed to support future programming and long-term growth.