Fox Advertising launches new brand platform around turning ‘passion into performance’

Fox Advertising has launched an updated brand platform and visual identity centered around the tagline “Turn Passion into Performance.” 

The updated look and strategy, created by creative company Sibling Rivalry, is designed to help Fox communicate its unified approach to advertising and delivering value for its brand partners.

From a strategic standpoint, the “Passion” tagline is meant to communicate the “deeply engaged, hyper‑passionate audiences across live and streaming environments, and the ability to translate that fandom into real, measurable outcomes for partners.”

“Our vertical brands are incredibly strong on their own and this work defines how Fox Advertising shows up as a portfolio in the marketplace,” said Puja Vohra, CMO Fox Corporation, advertising sales, in a statement. “‘Passion’ captures the intensity and loyalty of our audiences across sports, news and entertainment – an increasingly rare asset in a time of infinite choice and shrinking attention.”

The updated branding is also meant to unite Fox Entertainment, Fox Sports, Fox News Media, Tubi and Fox One, into a single portfolio narrative. 

Sibling Rivarly, which has worked on various high-profile branding projects in recent years, including for NBC, MS NOW and Britbox built out a single platform meant to showcase the combined power of multiple Fox-owned brands.

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“Savvy advertisers today are looking beyond technology buzzwords; they care about audience behavior and outcomes,” said Bo Bishop, executive director, creative strategy at Sibling Rivalry. “Our research showed that Fox uniquely owns hyper‑passionate fandom across its portfolio. ‘Turn Passion into Performance’ captures that advantage in a way that is simple, strategic and actionable for advertisers.” 

While a B2B brand at its core, Sibling Rivalry and Fox Advertising aimed to create a visual look on par with well-known consumer brands. 

This was important because the target audience is marketers, creatives and media decision-makers who are very familiar with the world of branding.

“Our clients are consumers first, and incredibly savvy ones,” said Vohra. “You don’t suddenly switch on a ‘B2B brain’ when you look at brand communications. We wanted Fox Advertising to feel like a brand you’d be excited to see on the streets of New York, in your social feed or at a major cultural event.”

Another priority was to create a look that would speak to marketers from around the world.

Going forward, Fox Advertising is planning a phased rollout that starts with the internal launch ahead of a more public debut at upfront presentations May 11, 2026. Moving forward, the network will also incorporate the new branding into trade and B2B marketing, sales materials, digital channels and client communications. 

Lucas P. Aragón, senior vice president of creative, Fox Advertising, is leading the ongoing rollout internally, with the Sibling Rivalry team serving in an advisory capacity. 

This will build off of Sibling Rivalry’s extensive work on the brand platform and visual identity, which puts heavy focus on energy, movement and “emotional intensity” and avoids references to abstract technology or data-driven motifs.

The system spotlights audience behavior as the “hero,” with technology and tools as enablers, according to Sibling Rivalry, with the ultimate aim of communicating how connection and engagement are key to delivering results to advertisers. 

Careful attention was given to creating visuals that would feel at home across all of Fox’s verticals and formats, including a focus on motion design, typography, pattern work and layout principles that can scale fluidly whether splashed across large LED panels on an upfront stage, serving as a trade campaign or appearing in an email signature, Sibling Rivalry noted.

The system uses a “modern, optimistic” color palette meant to expand on Fox’s existing brand equity while also incorporating themes of innovation and accessibility.

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“We developed a color and compositional language for Fox Advertising that feels elevated and inviting, distinct from traditional B2B branding yet fully aligned with the broader Fox universe,” said George Prah, design director at Sibling Rivalry.

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Ultimately, Sibling Rivalry was able to achieve a tight integration between strategy and design, which included using what was originally an internal purpose statement, “transforming passion into performance,” into the public-facing tagline. This approach avoided 

The internal purpose statement around transforming passion into performance evolved directly into the external “Turn Passion into Performance” tagline, avoiding the disconnect that can occur when strategic language and creative expression diverge.

“There was no hand‑off or translation gap. The story you see in the visual identity is exactly the story we heard in the building and in the marketplace,” said Bishop.

Visually, the updated brand platform feels bold and concise while also offering key connections to the Fox brand, namely through the use of thick shapes and patterns inspired by the various shapes in the custom Fox wordmark (a strategy that the Fox network leaned into starting back in 2019).

The new color palette plays a key role in presenting these elements, including the ability to use both complementary and contrasting selections when used in conjunction with key art, episodic imagery or promotional photos.

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In the sample looks Sibling Rivalry released, two sans serifs are used extensively — one a wider, more geometric typeface that’s also used in the Fox Advertising wordmark — and the other featuring more condensed letters and appears to be similar to Oswald.

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Typography is strategically used throughout the look, often in large sizes and offset with generous spacing that allows these words to drive home the appropriate messaging in a variety of applications.