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.
We translated the principles of the refreshed identity into movement. Building on SUPERFANTASTIC's design language, we developed a motion framework that set the rhythm, pacing, transitions, typography behaviour, photography treatments and graphic structures for every application.
At the heart of the system is what we coined the Oxford Blur, a visual treatment inspired by Oxford's layered influence on cities, communities and the built environment. Imagery moves between soft abstraction and crisp clarity through subtle blur transitions, layered overlays and controlled depth of field, so each story reveals itself gradually.
The same principle runs through everything else. Typography arrives with confidence. Photography reveals itself through slow, architectural moves. Layered compositions create depth that reflects how Oxford's work connects, from investment and development to the people who use its spaces.
The motion system launched alongside the brand. Across 3 rollout phases, we designed and delivered the launch inside and outside Oxford: elevator bank screens, an intranet takeover, the Digital Library homepage, desktop backgrounds and screensavers, plus LinkedIn and Instagram posts, stories and banners. Every piece was designed by WM Creative Studio within SUPERFANTASTIC's identity.
On the website, we reskinned the video across 12 pages, from Careers and Sustainability to every sector and capability page. A launch film and a launch mashup led the announcement.
To keep the system in use, we wrote mini brand guidelines and built a templated project file for Oxford's internal teams and agency partners.
In total, we rebuilt more than 50 video assets in the new system, alongside the design work that carried the brand across every channel at launch.
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 Identity, Launch Design and Video: WM Creative Studio
