Oxford City Council approached us to promote multiple shared ownership developments under their OX Place brand, originally created by Cast Can. However, we quickly identified a challenge—running separate campaigns for each development risked fragmenting the brand and diluting its impact. Instead, we proposed a single, overarching campaign to champion OX Place itself, creating a stronger and more recognisable presence across Oxford.

Another issue surfaced around pronunciation. Many audiences were reading ‘OX’ as one sound, rather than as ‘Oh-Ex’. To tackle this, we introduced a clever visual twist: the campaign design subtly offset or partially obscured the ‘O’, drawing attention to the ‘X’ and playfully reinforcing the correct pronunciation. The result was a confident creative device that also positioned OX Place as the spot to find a new home.