The University of Oxford set out to do something unprecedented: a £185m centre uniting seven humanities faculties, world-leading research institutes, a new Bodleian Library and a public cultural programme.
The challenge was to articulate a fundamental shift — from the humanities as an academic silo to a living, experience-led cultural presence.
The Centre wasn’t about presenting finished culture. It was about creating the conditions for culture to emerge — shaped by participation, evolving in real time.
This became the brand idea: Culture in Creation — a living identity that grows with its audiences and builds momentum over time.
Working in collaboration with True North, who developed the core brand identity, a bespoke motion system was developed to bring the brand to life.
It translates brand principles into motion behaviours, defining timing, transitions and compositional rules for a cohesive, scalable expression across digital and motion-led touchpoints.
