In the fourth year of working on the FOX identity, The Ramones inspired a "stripped down, bare bones attitude" to "reinvigorate the tenants of the So FOX brand position." The goals included highlighting talent and simplifying production. The Ramones' "almost childlike innocent aggression" was seen as embodying the "So FOX" brand.

In the third year of the "SO FOX" campaign, the focus was on "perfecting the simplicity" by expressing the identity's core DNA through "image spots and refined on-air packaging elements.