Role: Creative Director
Company: Rounded Design Limited
Client: Oxford Preservation Trust
Company: Rounded Design Limited
Client: Oxford Preservation Trust
For almost 100 years, Oxford Preservation Trust has helped protect Oxford’s historic buildings, green spaces, public realm and historic setting. Their brand identity had become tired, dated and overly complicated. Together we reviewed the current brand and communications, and developed a new ‘fully Rounded’ brand strategy and creative brief.
The new brand seeks to reposition the idea of conservation, making it more aspirational, inclusive, and forward-looking. Framing it as a shared responsibility and an opportunity for everyone – regardless of age, background, or experience – to engage with Oxford’s unique built environment and its beautiful green spaces.
The new logo is based on a serif ‘O’ to represent Oxford Preservation Trust. The thicks and thins of the letter form are exaggerated to the point where they create typographic parentheses (rounded brackets). This graphic device is combined with photography of the city and places under the care of the trust – suggesting focus, protection and care for different aspects of the city and the trust’s works. The device also frames a diverse range of people to promote inclusivity.
By broadening its appeal, the brand opens the door to younger and more diverse audiences, demonstrating that conservation is not only about preserving the past but also about shaping a sustainable and inspiring future.
“We engaged Rounded to develop our new branding for us and we’ve loved working with them. They're excellent designers, combining flair and creativity with a real understanding of their client’s requirements. Friendly, efficient, constructive and flexible – and they've created a beautiful new visual identity which we can’t wait to launch this Autumn."
Anna Eavis
CEO, Oxford Preservation Trust
CEO, Oxford Preservation Trust
