Google / YouTube
New brand direction enabled through rapid prototyping.
In tandem with the Google Labs team, we partnered with the technology pioneers to prototype the rollout of YouTube Music. This collaboration saw us visually, statistically, and conceptually evaluate the new system's impact, audience, and identity. Considering the context of different markets, we sought to encourage YouTube's audience to move away from the purely cinematic consumption of content towards including music in their digital interactions with the space.
A long-lasting vision and an entirely new face for a publishing icon
Working between London and Istanbul for over two years, we sought not only to craft Vogue's new enterprise for the Turkish market but also to challenge the expectations of the global publishing powerhouse. Having designed the first 12 issues of the publication, our creative journey saw us working on both sides of the page, overseeing each photoshoot and developing the magazine's aesthetic. Crafting its graphic identity and overarching art direction whilst developing custom fonts, candid photography imagery, and convention re-defining editorial design. To support this, we assembled an internal team for the publication, tasked with executing our vision and emboldening the work of those featured.
The long-term collaboration also saw us working strategically with Vogue Türkiye, prototyping and systematically approaching the magazine's design. This approach included taking into account the country's complicated political history, as well as the contemporary issues they faced. After six months of modelling, Vogue Türkiye launched to resounding success, featuring the work of non-established photographers and image-makers who have gone on to define the new generation of their fields.
A global brand, steadily grown in maturity through brand consistency.
Born with ambition, cosmetics brand Ivatherm first approached Foxall Studio in 2006 to see where we could take them. Over fifteen years later, Ivatherm now operates across 25 countries, having since developed a dynamic range of 70 SKUs that utilise their unique use of Herculane thermal spring water.
This creative journey began with reevaluating how Ivatherm employed its brand imagery, moving away from the traps and tropes of the cosmetic industry. Working alongside fashion photographers, we not only reinvigorated Ivatherm's brand but also challenged the stale, overly-retouched imagery championed in the market. Ahead of the curve, we sought to highlight attitude, ambience and confidence across the brand's art direction, leading with this notion across all touchpoints.
Ukrainian Fashion Week
National/international brand activations and ongoing brand guardianship.
Having worked with the institution since 2015, our long-term collaboration with UFW began with a fanzine workshop commissioned in partnership with the British Council. To date, we continue to confer, consult and creatively partner with the renowned institution – be it evaluating their shows or developing their associated 'UKR Universe' sub-brand.
Following their 25th anniversary, we rebuilt their brand to shift focus towards community and audience engagement. This accomplishment included a comprehensive overhaul of their digital spaces that saw their social following growing rapidly month after month. A feat systematically achieved through defining UFW's clarity of purpose, consistency of internal and external messaging, and emphasis on the potential of international engagement.
Following Russia's invasion, we have maintained our collaboration with UFW as they continue to run satellite projects across the USA and Europe. With the determination to keep the industry, creativity, and community afloat, UFW persists in encouraging their local talent and showcasing the global influence of Ukraine's fashion scene.
For more information on how to help in Ukraine, please visit our dedicated Instagram story archives.
The transformation of a local manufacturer into a global design brand.
Having led their comprehensive identity design in 2006, we have continued to develop VitrA's brand as they've become the globally recognised premier ceramic producers. In doing so, introducing the brand to a more upmarket audience. The scale of our subsequent systematic and creative work with VitrA saw its logo being printed over two million times across the first six months of its launch. Marking our evolution of their internal and external communications, events, signage and editorial creations.
With well over a decade of collaboration with VitrA's internal team under our belt, we have gone from art directing global product launches and significant brand collaborations with the likes of Tom Dixon to curating the opening of their flagship store in Farringdon, London.
Redefining the brand around London’s most prestigious street.
Embodying centuries of legacy, prestige and splendour for a new generation in modern luxury, we worked closely with Bond Street to redefine the brand of the British Capital’s most prestigious street. Addressing a lack of conceptual direction Bond Street faced over the past two decades, we partnered with contemporary, emerging taste-makers to readdress the area’s balance of directional brands, art galleries and luxury retailers whilst introducing new names to an established audience.
Integrating the likes of Isamaya Ffrench, Robi Rodriguez, and Universal Assembly Unit, the project’s ambitious scope expanded beyond concept to curation and art direction – including a four-building, 243-window renovation on New Bond Street.