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ODS Group

Rebranding a business that does good for everyone

After becoming a sole company, Oxford Direct Services needed to rebrand to open up commercial opportunities.


Web Development


Public Services


Oxford Direct Services are one of Oxfordshire’s largest employers, with over 600 staff working across their broad range of services.

They were established as the public-facing branch of the City Council, carrying out everything from housing maintenance and recycling services, to park management and highways engineering. On becoming a sole company in 2018, they needed to rebrand to open up commercial opportunities whilst maintaining their core value of serving the local community.

We approached the rebrand with this ethos at the forefront. In discussions with them, it became clear that they are a company with a difference - giving back to the community, reinvesting in the local area, and ensuring the wellbeing of their employees. We developed this into their new tagline:

'Doing good business that’s good for everyone'
ODS Brochure Mockup
ODS Group Van

To help broaden their commercial opportunities, the company name changed to ODS Group. We created a new visual identity with ‘doing good’ at the core - the ‘wings’ device reflects the idea of the staff doing good in the community, creating great places to live, work and visit.

We also helped ODS with the initial roll out of this brand, including stationery, signage, uniforms and vehicle livery. We also created a short animated video to launch the new brand.

In tandem with the rebrand, we created a new website in Kentico 12 MVC. The new site had to make a large step away from the ‘council’ feel of the old website, so the bold, bright colours of the new brand are the main feature. ODS had a good image library showing the human side of their work, and we utilised this to bring their people to the front. The site has multiple calls to action, making getting in touch with ODS quick and simple. We also integrated an MOT booking form with registration look-up functionality.

Together, the new brand and website highlights the doing good nature of ODS, and will allow them to explore more commercial opportunities in the future.