Rebranding a high-street staple

As part of the rebranding of Oasis Fashion, I was tasked with reimagining the visual identity across multiple touchpoints, from in-store graphics and wayfinding to advertising, clothing tags, bags, window displays, and digital assets. The core message, ‘Lovely Does It’, was at the heart of the redesign, with a focus on creating a consistent and engaging brand experience.

The new design system featured a distinctive branded frame, tape, and loop elements in the layout, which helped establish a clear visual hierarchy and draw attention to the key messages. This approach brought a fresh, cohesive energy to the brand, ensuring its appeal across both physical and digital spaces, while staying true to the playful and approachable nature of the brand.