As it approached its 20th anniversary, the Oxford Film Festival had grown far beyond its annual marquee event, branching out into on-demand films, youth programming, a drive-in theater and local screening events throughout the year. The organization needed a new umbrella identity that could encompass its broader scope. 

At the same time, the organization needed a new strategy drawing more participation from a local and regional audience across its many programs. A qualitative research project through Red Window allowed the board to get real feedback from its audience to inform its strategy. 

The final report for the board included five specific takeaway recommendations for what next steps the organization needed to take to achieve its goals. The interviews pointed to a need for more-targeted marketing to reach specific audiences who had different priorities and interests.  

Through its engagement with Red Window, the organization debuted a new suite of logos under the umbrella brand OxFilm. Each reflects a different area of programming, while clearly relating to each other within the new brand identity.