When Curiosity Grows Up: How Foxford Learned to Speak the Language of Results

When a beautiful idea is just that — a beautiful idea

Foxford is one of the most recognizable brands in Russia’s online education market for children. At an early stage, the company built its platform around the concept of curiosity. It allowed the brand to speak about inspiration and development, and created an emotional bond with families.

But the market reality soon demanded more. Parents weren’t just choosing schools based on how inspired their kids felt, they wanted to see guaranteed results. With more competition and standardized offerings, Foxford’s brand idea began to feel too “soft,” not distinctive or operational enough.

The platform wasn’t gaining traction inside the company either: teams lacked a common language, communications were fragmented, and the idea didn’t work as a practical tool. That raised a core question: should Foxford keep clinging to curiosity or rethink its foundation to reflect what the market truly expects?

A conversation about the future — not just a formal review

Together with the Foxford team, we started with an internal brand audit. But it wasn’t a passive analysis — it was a strategic conversation about the company’s future, involving top leadership.

We conducted a series of in-depth interviews with the executive team, mapped out competitors, and examined Foxford’s current communications. Our goal was to find where exactly the gap lay between the brand’s ambitions and how it was actually perceived.

The process culminated in a two-day strategic session where we tested multiple scenarios for repositioning. We explored a range of hypotheses, from fully pivoting to performance, to hybrid models where curiosity remained as an internal cultural driver. We pressure-tested the thinking at every level: product, marketing, and HR, it wasn’t just about crafting slogans

FANATIC were a partner helping the team choose based on real-world viability.

When the brand idea becomes an engine

The result was a new strategic idea for Foxford: one that keeps curiosity at the core, but now speaks clearly to the market’s number-one expectation — results. The platform works across marketing, product design, and internal management systems.

It helps synchronize teams, create consistent language, and builds a foundation for scalable growth in a fast-evolving edtech category.

Strategic takeaway

Foxford’s new platform found a balance between the two. Inside the company, curiosity remains a cultural engine. Externally, the brand confidently communicates system, structure, and measurable progress.

The result? A brand trusted for its creativity and for delivering success, helping children thrive and giving parents real confidence.