Building a brand that could grow with the program.

Oxford Athletic Club was moving its youth programs to a year-round subscription model, replacing a system that required new promotional materials every six weeks. A new sub-brand needed to be created in less than a month.

The concept, Playful Growth, focused on movement, curiosity, confidence, and learning. I helped develop a visual identity that felt fun for kids while still feeling polished and trustworthy for parents.

The new system included a logo, expanded color palette, typography, graphics, and supporting visual elements. The identity was then carried across the website, social media, print materials, signage, and the renovated Kid Zone.

The launch included 15+ branded creative assets, a comprehensive program guide, a centralized webpage, and a scalable visual system for future programming.