Branding Refresh, Illustration Design & Campaign
Oasis Fresh Market, Grocery Store
*Lead Designer, Illustration & Campaign | Co-Designer, Branding & Website
Project through Gitwit CreativeBranding Refresh
In an endeavor to address food deserts, AJ Johnson, the owner of Oasis Fresh Markets, is dedicated to establishing a local shopping destination in North Tulsa that caters to all grocery needs. Beyond being one of the only grocery stores in the area, Oasis operates as a non-profit organization, extending assistance to residents across the city of Tulsa.
Recognizing the need for a brand refresh, design structure for future expansion, and a user-friendly website, the Oasis team enlisted Gitwit's expertise. Tasked with collaborating on this initiative from its inception, Meghan Johnson and I worked closely to refine and enhance the existing brand identity.
Icon Exploration
Recognizing the existing familiarity that locals had with the Oasis brand, our team aimed to maintain a connection to the store's established identity. However, we also identified an opportunity for improvement. We decided to deconstruct the logo into two key components: the typography and the icon.
Taking the lead on the icon refinement and through a series of sketches, I developed multiple iterations that retained a sense of familiarity while elevating the design. Simultaneously, Meghan did a typography study, taking charge of its revision. After several iterations, we honed in on two distinct directions to carry through to the final stages.
Finalized Logo
By merging the two components seamlessly, our design team crafted a symmetrical icon using exclusively circles, complemented by a refined word mark to accompany it. Once the logo received approval, the lead branding designer meticulously developed a comprehensive style guide featuring our newly expanded color palettes. She shaped the logo into brand extensions, equipping the internal oasis team for the expansion of their non-profit and for-profit ventures.
As design team concluded the branding segment, my focus shifted to gathering inspiration and defining the style direction for illustrations across the website.
Finalized Logo
Website Illustrations
During the website design phase, my attention was directed towards crafting a collection of illustrations that aligned with the brand, creating a warm and inviting experience for consumers.
The Oasis team expressed a shared vision for infusing a hand-drawn aesthetic into a series of illustrations featuring grocery store items, the EBT card program, Duo Bucks, and other elements. As you navigate the website, you'll discover these illustrations thoughtfully integrated from the navigation menu down to the footer, enhancing the overall user experience.
Illustration Suite
Campaign
After the successful launch of the new website, Oasis sought an additional campaign boost from our design, story and analytics teams at Gitwit. Taking design lead role, I helped craft of a series of paid and organic ads designed for the Oasis team to deploy across their social media platforms. Leveraging a mix of repurposed and new illustrations specifically crafted for this campaign, we developed a suite of standalone and carousel ads.
Additionally, I created a mailer for Oasis to communicate with their consumers, highlighting the reasons to shop locally, providing information on locating their store, detailing operating hours, and more.
Mailer
