Oxford HR
Transition to a global leadership consultancy
The Project
Oxford HR is a global leadership consultancy dedicated to searching for and supporting remarkable leaders and teams in purpose-led organisations. With offices in Oxford UK, Nairobi, Amsterdam, Singapore and Washington opening later in 2023 they have a truly global offering with expert knowledge of local contexts, to be able to support purpose-led organisations. We helped to refresh the Oxford HR brand to help communicate the organisations transition to a leadership consultancy.
What we did
- Brand identity
- Brand guidelines
- Tone of Voice
- Website design & development
- UI/UX
Homepage Lighthouse Performance Score
less CO2 than the average webpage
SEO performance
After in-depth consultations with the CEO and key members of the team to get a fully reflective view of how the organisation wanted to be positioned and how all the staff felt about the organisation as a brand, our copywriter and designers worked together to define the tone of voice, create a messaging framework and shift the visual identity.
We tweaked the Oxford HR colour palette, centred the Oxford HR globe as the main brand logo, while a rounded serif was paired with a clean, easy to read body font.
Once approved, these frameworks were applied across all collateral such as the website, brochures, videos and internal documents. Sessions were also held for all Oxford HR staff, so they could understand and buy into our new tone of voice and language, to ensure consistency across all communications and how they portray themselves externally to the world.
Building an accessible, sustainable website
With an evolving focus on new areas of expertise and a growing portfolio of services, Oxford HR recognised the need for a website that better reflected their breadth, values, and ambitions.
We began by rethinking the site architecture to make information easier to find and journeys more intuitive. A major focus was the navigation: we introduced a cleaner, more streamlined structure that grouped content in a way that made sense to different audiences. The content centre was also edited, with a new ‘Insights’ section added to the main navigation to showcase Oxford HR’s thought leadership and research. This area now provides space for their global team to share knowledge, positioning the organisation as a trusted voice in leadership and organisational development.
Following numerous and in-depth stakeholder workshops which spanned specialism and regions, we began to work on a messaging hierarchy for the new website – with a focus on slimming back the copy and streamlining the amount of content per page. Spending dedicated time with various team members allowed us a greater understanding of areas of the business, ensured buy-in and allowed for a truly inclusive process. We refined the web copy to reflect their years of sector experience and their credibility as a trusted partner, including crafting new messaging for additional expertise areas such as renewable energy and tech for good.
Visually, the new site balances professionalism with warmth, using a clean, accessible design that exceeds WCAG standards and reflects Oxford HR’s commitment to accessibility and inclusion. We used sustainable web design practices to minimise the site’s environmental impact, optimising performance and reducing digital carbon emissions.
The result is a website that truly captures who Oxford HR are today – a forward-thinking consultancy combining global expertise with purpose-led values. It communicates their diverse services clearly, champions their people and ideas, and embodies their dedication to finding and supporting leaders that are working for a better world.