Oakwood is primarily known as a premium global provider of corporate housing solutions, but they wanted to expand beyond that. However, transitioning from a corporate audience to something a bit broader can be tricky. We partnered with them on a refresh with the goal of bringing warmth and prestige to the brand.

We knew that leveraging certain aspects of the legacy brand was important in order to maintain the relationship with the existing corporate customer base. With the addition of softer design elements we were able to create a deeper emotional connection that spoke to a wider audience. We introduced a subtle pattern that eludes to the global reach of Oakwood by evoking oceanic waves and rolling landscapes. The subtle additions and design details did a lot of the heavy lifting in elevating the brand perception. In the end, we were able to successfully walk the line of honoring the old, while paving the way for the new.