Oasis Hotel and Convention Center is Springfield’s ONLY resort-inspired hotel complete with a waterfall entrance, tropical décor, an indoor AND outdoor pool, a ridiculously delicious restaurant and bar, and a huge convention center just a short walk down the hallway. When they were looking for a partner to help them with their rebrand, it was a no-brainer for us and honestly, it ended up being one of the most fun projects we’ve had.
Needing everything from a new logo to catchy “Do Not Disturb” signs, our team got to work, brainstorming ideas and concepts with the Oasis team every step of the way. To give you a little insider’s peek into the creative process, we’ve asked both the Oasis and Revel teams to share their thoughts on how it went and what the intent was behind the new look.
Oasis— Missy Handyside, General Manager; Sarah DeGuire, Director of Sales; Christie Lancaster, Promotions Manager
Goal: We had a unique opportunity presented to us because we were invited to join the Ascend Hotel Collection, which is a network of independent upscale hotels within the larger Choice Hotels brand. We were chosen for this collection due to our award-winning history and the property’s uniqueness. The rebranding was going to give us an opportunity to really celebrate this uniqueness rather than trying to fit into the mold of a generic hotel franchise.
Our goal was to show our guests and our community that we are still the Oasis they know and love, but that we have been awarded an upgrade and now have the freedom to embrace the true identity of the hotel and take our property to the next level.
Your Vision: We wanted the rebranding to enhance and complement the overall personality of the hotel. We needed it to maintain the tropical feel that the Oasis is known for and to be vibrant and colorful. We needed to incorporate the sun and moon logo, as it has been used for the Oasis for decades and can be found in multiple areas throughout the property, but wanted to modernize it and give it a more sleek and upscale look matching the updated brand.
Best Part About the New Look: The new look is very representative of the Oasis! It’s fun, vibrant and has an upscale resort-like feel. One of our favorite pieces is the sales packet. It is well laid out and walks potential guests through the Oasis experience while using our vibrant brand colors and distinctive copy.
Did you have any concerns about rebranding? How were they addressed during the process? One of our concerns was that the Oasis is very diverse and versatile and there were a number of different directions we could take. We are very modern, yet retro. For many guests it’s a vacation-like setting to relax among the fountains and the tropical plants, yet we also have a full service convention center that is in high demand for conferences and business meetings. Revel really brought this together by showcasing a juxtaposition of the bright business setting during the day and contrasting to a vibrant, exciting nightlife at the ice bar all night along. The tagline really ties it together: Business or Pleasure, why not both?
Have you received any feedback on your new brand? Our new collateral was taken to the Choice Hotels annual conference in Las Vegas and received rave reviews from other industry professionals. There were actually comparisons made to Vegas style marketing!
How We Did It.
Thoughts from each Reveler who worked on the project from their own perspective.
Cameron: Graphic Designer
Goal: The goal of this rebrand was to showcase the two sides of what the Oasis is about, business and fun, in collateral and other branding pieces that look and feel like they could be out of an ultra high-end hotel in Las Vegas. We also strived to create pieces that were more user-friendly and useful than the previous pieces.
Best Part about the New Look: One thing I love about the new look is just seeing all of it at once. When the sales kit, catering booklet, hotel map, room pieces and all of the other pieces are together, it makes me proud of how cohesive everything is and how well they represent the Oasis brand.
Amanda: Senior Art Director
Goal: From the beginning, we knew that we wanted to position them as a fun, yet professional hotel and convention center and a sort of "secret getaway" in Springfield. We wanted every piece to exude the experience you feel when walking in their doors. Throughout every piece, I wanted to make sure that we were remaining true to our original goals for the design and giving a consistent look to every piece.
Biggest Challenge: Making sure that we kept the new look professional but still very fun and appealing. The idea behind the design was creating a day and night feel to mimic the sun and moon that is in the Oasis logo, so another challenge was making sure that theme was consistent across all collateral.
Best Part About the New Look: I love the play on day and night. I think it was a great way to bring more meaning to the sun and moon in their logo and it also allows us to highlight all of the amenities Oasis has to offer.
Chris: Creative Director
Goal: To create a brand that better reflected the hotel’s essence and the direction they are headed in the future.
Biggest Challenge: Narrowing down all of the ideas. We had a ton of ideas for them, but we could only go with one. However, I’m hoping we can bring some of the other ideas to life through future advertising campaigns for them.
Best Part About the New Look: I really love the colors. Vibrant was a word that we used a lot, and I think the color palette we landed on accomplishes this perfectly.
Shelby: Account Executive
Goal: My goal for the rebrand was to make sure that every piece we were giving the client was something that they loved and could be proud of, taking into consideration their goals for this new brand and offering a creative solution!
Best Part About the New Look: My favorite part about the new look is how vibrant and bold it is. From their building to their employees, Oasis radiates fun. I think their new brand is so true to their personality and makes people excited for the Oasis experience.
Goal: Our goal with the copy was to reflect their personality through words, that also flowed nicely with the imagery. Whether it's a headline or body copy in a brochure, we wanted people to know and understand the personality of Oasis before they even step foot on the property.
Biggest Challenge: Creating a tone that was unique to them and being fresh and creative with their copy. When your brand calls for you to be playful and witty, it can be really fun but also really challenging. It's a lot harder than you'd think to make something that is both creative yet honest. The last thing we wanted is to sound overly "salesy."
Best Part About the New Look: I love how the copy flows into the imagery. They complement each other perfectly!
If you are a business and are looking for a brand refresh or redesign, here’s a little tip from us to you:
Don't rebrand to be someone you're not. If you need a brand refresh, stay true to who you are and just meet people where they are while being yourself. It's way easier to sell yourself that way.
Thinking about a rebrand? We’d love to talk with you about it! Give us a call at 417-368-6966 or shoot us an email at email@example.com.