Oxford Brand Refresh

Following SUPERFANTASTIC's refresh of OMERS, the parent brand of Oxford Properties, we evolved the Oxford identity, unifying their investment and operating platforms under a single, contemporary visual system. The update introduces a photography‑led design language, refined typography, and a modern visual treatment designed to scale seamlessly across digital, social, and owned channels—all the while preserving Oxford’s iconic logo. The refresh was designed to reflect Oxford's confidence, expertise, integrity, and people-first approach through a visual identity that feels both considered and effortless. By simplifying and unifying the brand system, we created a clearer expression of Oxford's vision and better represented the collaborative way the business operates. The result is a brand that reflects Oxford as one integrated team of investors, developers, and asset managers, working together to unlock greater insight and deliver long-term value. We started by refining the corporate typeface from a bold retro look to a more open, modern, and easy-to-use variation, allowing for easier implementation while aligning the company with a more nimble, technology-centric area of brand design. The primary colour palette was reduced to a set of hero neutrals that allow for maximum consistency across the range of business verticals, and a secondary set that allows for customization across different audiences. Oxford's new approach to hero photography was developed to bridge the gap between storytelling and aesthetics that live within the tonal quality of the identity. Images are often abstracted to create colour fields that are both familiar and dynamic. This allows for textural moments that are inherently anchored in people and/or locations. By carefully auditing the existing identity, we were able to refine each element without breaking what was working. Simplifying, elevating, and creating a system to grow and flex across B2B and B2C audiences by modernizing key aspects both for look-and-feel and efficiency was a key driver for how each touchpoint evolved. It was important to reflect the high degree of intention that Oxford brings to its business, in every visual and structural component of the identity.