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Strategy and writing
Introduction
Our brand strategy defines our ambitions as an organization, and how we behave and act to achieve those ambitions. It will help you understand the meaning behind our brand identity, and how to deliver on this vision for our customers, communities, partners, and each other.
Attributes
1.
Enduring
Oxford is built to last; with a steady hand and long-term perspective rooted in our pension-driven purpose.
2.
Integrity & Trust
Oxford leads with ethics, fairness, and transparency. We win through principles, not shortcuts.
3.
Discipline & Rigour
Oxford is strategic and thoughtful; gathering data, analyzing scenarios, understanding markets and contexts before acting. No rushed or emotional decisions; we act with clarity, confidence and conviction. We choose markets deliberately, making decisions with focus, and managing risk with care.
4.
Stewardship & Progress
Oxford doesn’t just own buildings, we steward futures with a bias toward what’s next. Progress isn’t just measured in returns, but in the long-term value we create for people. We act with care today to build what’s better for tomorrow.
5.
Fully Integrated Expertise
Oxford’s vertical integration is rare and powerful. We are one of the few that brings together a full spectrum of capabilities—seamlessly and strategically. We take an active role, and we’re a highly collaborative group across the organization and with our partners.
6.
Global + Local
Oxford combines global scale with deep local knowledge, building strong on‑the‑ground presence.
7.
Quiet Confidence
Oxford communicates with authority, not bravado. We’re polished, composed, and we let results speak louder than hype.
Brand equity
Purpose
We shape the places people depend on so our members can retire with confidence.
Mission
We invest, build, and manage real estate that delivers enduring impact.
Vision
To lead the real estate industry with integrity, long-term performance, and a legacy of strengthening economies and building better communities.
Positioning and guiding principles
In a world chasing short-term gains, Oxford commits to the long haul. We don’t just buy, build, and move on. We buy, build, and manage. Our commitment doesn’t end when the ribbon is cut.
1.
Act Today for Tomorrow
We make decisions with decades in mind.
2.
Operate with Integrity
We hold ourselves to the highest ethical standards. Doing what’s right, not just what’s easy, in every market we serve.
3.
Own the Outcome
We’re fully invested through every phase, from acquisition to exit; because true impact lies in what we build and leave behind.
4.
Move with Conviction
We move decisively, never impulsively.
5.
Build for People
We shape places that support how people live, work, and connect, from dynamic communities to the critical infrastructure that enables them.
Tone of voice
Intentional
Everything said with purpose. No fluff.
We’re reassuringly confident in our expertise. So, while our projects may be complex, our writing gets straight to the point with bold headlines and clear statements.
– Concise, powerful headlines
– Show, don’t tell
– Fewer words for greater impact
Forward-moving
Language that hints at momentum.
Energized by change, we think fast and shape our sector’s future. This shines through in our dynamic, thought-provoking writing.
– Start paragraphs with short sentences
– Vary sentence lengths throughout
– Pose thought-provoking questions
“We shape…”
“We lead…”
“We unlock…”
Warm, not slow
Avoid heavy corporate phrasing.
We’re active partners. In other words, we’re hands on. On every project, we build real human relationships. So we use real human language to
represent that.
– Use everyday language
– Celebrate the challenges we overcome
– Speak from the heart, not just the head
Calm boldness
Speak like a brand that doesn’t shout because it knows its power.
This is a team game. Quick to share knowledge, we collaborate with our colleagues and partners to build success together. Open and inviting, our writing celebrates partnership and opportunity.
– Showcase our diversity of talent
– Celebrate benefits for everyone
– Show evidence of our success
Headlines
Headlines are the first thing that our customers and partners read when engaging with our content. If they don’t make the right first impression, then we’re already a step behind.
Our use of headlines is flexible, but always with a sense of purpose. There are many ways we can convey our meaning, but we always aim to reference specific nouns (e.g. places, solutions or communities) or active verbs, and place Oxford’s work in context to show our impact.
We also keep headlines as short as they can be, getting right to the point instead of adding unnecessary detail that takes away from our intended meaning.
Examples:
“Sustainable places with purpose”
“Powered by partnership”
“Different strengths, combined”
“Innovative minds in innovative environments”
Best practices
The general writing principles outlined in this section provide best practices for writing every type of content.
Concise, powerful headline
Without any unnecessary detail
Show don’t tell
Use imagery to support key messages
Fewer words for greater impact
Keep content short enough to skim
Start paragraphs with short sentences
To summarize the key message quickly
Vary sentence lengths throughout
To keep content engaging for readers
Pose thought-provoking questions
To get the reader thinking
Showcase our diversity of talent
Allow space for unique voices and quotes
Celebrate benefits for everyone
Don’t just focus on Oxford
Show evidence of our success
Use tangible facts and real-world outcomes
Use everyday language
Make sure everyone can understand our content
Celebrate the challenges overcome
Tell the story of our processes
Speak from the heart, not just the head
Recognize the real people behind what we do
Style guide
All of Oxford’s content follows a simple set of stylistic rules that keep each piece of messaging clear and easy for our audience to understand.
We tailor our language to the regional markets where our buildings are located. For example, if we’re producing a report for the United Kingdom, we use UK (British) English and GBP (£) for currency.
Some differences in English relate to spelling, while others involve completely different words. If you’re ever unsure, have a native-speaking colleague review your work.
Examples
Canadian
English
Neighbour
Elevator
Organize
Holiday
Kilometre
UK
English
Neighbour
Lift
Organise
Holiday
Kilometre
US
English
Neighbour
Elevator
Organize
Vacation
Mile
Standards are constantly changing. Please connect with the SIO team to ensure sustainability compliance.
Industrial, Living, Retail, Office, Life Science, Hotel, Credit, Mixed-use.
Square foot/feet abbreviated to “sq ft”
United States abbreviated to “US” not “U.S.”
Single letter abbreviation for large figures to maintain clarity and consistency “145M sq ft”, “$84B AUM”
Say “places” instead of “spaces”
Say “customer” instead of “tenant” (where possible)
Say “platform companies” not “portfolio companies”