Oxford College of Emory University

Where Individuality Thrives

Challenge

Oxford College, the original campus of Emory University, was ready to step into a new era with a refreshed brand identity. The challenge was more than introducing a new look; it was activating a movement across multiple audiences and the Newton County community that surrounds the campus.

Insight

When a brand feels local, it becomes personal.

Moore recognized that Oxford’s story couldn’t be told through a single message. The brand needed to come alive through the people, places, and traditions that make the college meaningful. Every expression—from academic departments to town storefronts—had to reflect the same inviting, welcoming tone: Oxford College isn’t just in Newton County, it’s for Newton County.

Bringing a new brand to life, one community

Moore and Oxford College created comprehensive Brand Playbooks defining the refreshed identity, messaging architecture, and tone. Then Moore developed custom departmental messaging and over 100 branded assets to ensure consistency across all touchpoints. A campus merchandising program brought the brand to life through apparel and bookstore items.

Off campus, a grassroots awareness campaign transformed the town square with door clings, posters, and banners, while billboards connected with Atlanta commuters and 7,000 direct mail postcards invited residents to campus. For Move-In Day, yard signs and banners created a "welcome home" experience. The campaign ignited a movement of shared pride between college and hometown.