Redesigning a digital brand and a fresh craft 3 website for oxfordsm


Helping businesses thrive by focusing on moments that matter.





Oxsm case study header mobile


OxfordSM are an extensive and diverse network of professionals that have left senior roles in the corporate world to work with clients and their interesting challenges. They’re known for getting to the heart of the problem and developing simple solutions.

We’d already worked with OxfordSM to migrate their website onto Craft 2. They then asked us to work with them on adapting their brand identity digitally, with a new website design and a move to Craft 3, alongside its new features and updates.

They needed a website that stood up against their competition, reflected their unique proposition and put the team at the forefront of their business. They also wanted to structure their case studies so that brands and clients weren’t mentioned.


After launching OxfordSM’s new website in November 2019, we’ve seen significant increases in organic traffic already and we expect to see further growth after the lull of the festive season. Not to mention their new editorial news area, which will continuously be updated with fresh content bringing traffic organically from search and LinkedIn.


increase in unique page views


increase in traffic since launch


decrease in bounce rate since launch

OxfordSM have a strong brand proposition and are well known for their strategic advice and simple solutions. However, their brand wasn't translating digitally and so we worked to bring their colour palette to life digitally, with more modern typography to reflect their progressive nature as a business. This allowed us to seamlessly weave in subtle hints to their brand colours across the website to contrast against white and dark space.

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Headings | HK Nova Bold

Headings | HK Nova Bold

Body | HK Nova Light

Body | HK Nova Light

Understanding the challenges and letting the team shine

It was important for the team to standout and they'd recently had a photography session for the business that drew on their professionalism and quality of service. After a slight re-architecture of the website's bare bones, we were able to bring client case studies and a new editorial style for their blog to the forefront of the website, alongside the team.

OXSM Homepage Desktop
OXSM Team Desktop
OXSM Nav Mobile
OXSM Team Mobile
OXSM Search Mobile

As a marketing tool and a source of knowledge and expertise, the website needed to work much harder. Previously, the strength and experience of the team wasn't coming through. It wasn't a reflection of their strategic capabilities and the solutions that they offer globally. We planned the website to have clear journeys so it's easy for customers to move through the website and make the easy and educated decision to work with OxfordSM.

The Abstrakt team remained so positive and professional under such duress and I really appreciated their understanding and support when accommodating our late changes. Despite all the challenges we threw at them they've produced something that looks and feels great with excellent build quality too.

Tim Beaver - Consultant - Oxford SM

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