Active Oxfordshire

Formally Oxfordshire Sport and Physical Activity, we were asked to create branding guidelines for the newly named 'Active Oxfordshire'. This included designed materials for both online and offline use, and a completely redesigned website.

We spoke with the Active Oxfordshire team about the importance of their site structure and how they wanted to promote their key work areas. This new structure helped to determine the website design and user journey with a clear focus on their B2B and B2C objectives.

Services Used

  • Brand Identity
  • UI / UX Design
  • Website Creation



To tie into a name change that better focused the aims and vision of the organisation - a company wide exercise was carried by member who each took to propose a new design for the logo. After finding many of the designs kept the Big "O" logo-mark from the original logo we decided that this mark was integral to the identity of the organisation around Oxfordshire. We took the original design and evolved it to give it a cleaner motion that would be suitable for big and small sizes.


The colour palette similar to the original logo so we could ensure a smooth transition that would ensure the brand was recognised.


A bold and modern sans serif typeface was required for all communications that would be flexible for both online and offline communications.

Website Redesign

Along with the new Active Oxfordshire rebrand, we developed and designed their existing website (and programme micro-sites) to align with the new direction.

The new design helps promote the 'three pillars' on which Active Oxfordshire operates and works as a platform for both the public and partners.

With a new site tailored to the content, users are able to navigate and find useful information and resources with immense ease.

Cuttlefish has provided us with an excellent service from start to finish. The team have given us invaluable advice and recommendations on the design and structure of the new site and kept us updated on progress throughout. They are also extremely helpful and friendly to work with. We're delighted with the new website and I wouldn't hesitate to strongly recommend Cuttlefish to other organisations.

- Helen Mariner, Communications and Engagement Manager, Active Oxfordshire

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