PROBLEM
Following its acquisition by PCG Capital in 2017, Oxford Athletic Club underwent a major transformation. The challenge was to establish a new visual identity that balanced the welcoming atmosphere of a country club with the energy and sophistication of a premium athletic facility.

The new brand needed to work consistently across the club's physical environment, marketing materials, and digital platforms.

SOLUTION
Working alongside the marketing team, I helped develop a new visual identity for Oxford Athletic Club, exploring more than 20 logo concepts before refining the selected direction into a comprehensive brand system.

I extended that identity across in-club signage, promotional campaigns, editorial materials, photography, and website design. From initial wireframes to high-fidelity digital layouts, the goal was to create a cohesive experience that reflected the club's new direction.

The result was a flexible visual foundation that connected Oxford's physical spaces, marketing communications, and digital presence.