Oxford Properties partnered with WM Creative Studio to bring its brand refresh to life through motion.
Following SUPERFANTASTIC's refresh of the Oxford Properties brand, WM Creative Studio was brought on to develop and implement the motion identity, transforming the refreshed visual system into a cohesive language for film, digital communications, and social content.
While the new identity established a refined visual framework across print and digital, it also presented an opportunity to define how the brand should move. Oxford required a motion language that felt as considered as the identity itself, capable of supporting investor communications, corporate storytelling, thought leadership, social media, and brand films while remaining unmistakably Oxford across every touchpoint.
The guiding idea was simple. Move from unseen to seen. Motion became a way to reveal the layers of Oxford's impact, uncovering the people, places, and ideas behind the brand through moments of depth, discovery, and clarity.
Rather than simply animating existing assets, we translated the principles of the refreshed identity into movement. Building on SUPERFANTASTIC's design language, we developed a comprehensive motion framework that established the rhythm, pacing, transitions, typography behaviour, photography treatments, and graphic structures needed to create a consistent cinematic experience across every application.
At the heart of the system was what we internally coined the Oxford Blur, a signature visual treatment inspired by Oxford's layered influence on cities, communities, and the built environment. Instead of revealing information all at once, imagery moved between soft abstraction and crisp clarity through subtle blur transitions, layered overlays, and controlled depth of field. The effect created a sense of discovery, allowing each story to unfold naturally while reinforcing Oxford's thoughtful and considered approach.
This principle extended well beyond transitions. Typography appeared with confidence rather than urgency. Photography revealed itself through soft, architectural movements instead of abrupt cuts. Layered compositions created moments of depth that reflected the interconnected nature of Oxford's work, from investment and development through to the everyday experiences of the people who occupy its spaces. Motion became another expression of the brand rather than something applied on top of it.
The resulting framework evolved into a flexible motion toolkit that could scale across Oxford's global communications ecosystem. Whether supporting investment storytelling, corporate announcements, social content, or internal communications, every asset shared the same visual behaviour while remaining adaptable across audiences, formats, and platforms.
To ensure the system could be adopted consistently, we also developed a comprehensive Motion Brand Guidelines that defined the principles behind the identity and was a templated project file. This enabled internal teams, external agencies, and production partners to create new work with confidence while maintaining a consistent brand experience across every channel
Over the course of the engagement, WM Creative Studio refreshed more than 50 video assets using the new motion system. Existing content was rebuilt to align with the updated identity, while new assets established a consistent foundation for future communications. Rather than creating isolated animations, we developed a scalable motion identity that Oxford's teams and creative partners could continue to apply and evolve long after the initial rollout.
The result is a motion identity that gives Oxford the same level of clarity, consistency, and sophistication in movement as it has across its broader visual identity. By extending the refreshed brand into motion, we helped create a more engaging and recognisable experience across every digital touchpoint while equipping the organisation with the tools and guidelines needed to maintain that standard for years to come.
CLIENT: OXFORD PROPERTY GROUP
Senior Vice President of Brand, Marketing & Communications: Daniel O’Donnell
Director, Brand & Marketing: Diana Kelly
Senior Specialist, Brand & Marketing: Shannon Werth
Brand Identity, Brand Strategy, Print & Digital Design: SUPERFANTASTIC
Motion and Video Assets: WM Creative Studio
