From the moment OWA opened, things moved quickly for the 520-acre entertainment destination. As multiple venues and possible sub-brands emerged, the resort was clearly gaining momentum. DSB&P and the OWA team buckled in for a branding thrill ride.
Research painted a picture of a consumer confused by the brand and its offerings. We streamlined the brand identity and divided the ticketed and nonticketed offerings in the simplest way possible: as The Park at OWA and the no-admission-required Downtown OWA.
After 18 months, branding was so successful that we were able to consolidate both parts of the property back into a unified OWA brand in order to better serve the more than one dozen other brands on property— including names as big as Paula Deen.
The success of the relationship has been such that we’ve continued to build the brand and its fiscal success even as the branding roller coaster continues to reveal new twists and turns—like the Covid-19 closure and highly successful re-opening of OWA.
OWA PARKS & RESORT ADVERTISING
The Downtown OWA brand expanded to include three facets of the admission-freeexperience: shopping, dining and entertainment. Continuity of the branded experience has been maintained from the consumer’s first encounter via print and digital ads to outdoor and on-property messaging.
As OWA continues to expand and evolve into an even more all-inclusive resort, the ability to create a branding-style with the flexibility to grow along side it becomes all the more important. Everything within OWA is so much more than any one offering or large section, and this proposed look allows us to constantly expand and flow within that idea.
Key to the success of this concept is the proper use of bold, exciting colors to help guests quickly breakdown and absorb how many different types of offerings at OWA. As the resort continues to expand new palette can be added, giving the brand endless room to grow within this look.
For the overall visual application, layered words and images coupled with stylized triangle graphics give the look a modern feel while creating a space for the practical application of arrows to organically direct visitors around the resort.
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The branding of OWA’s events has become a major part of the property’s messaging. Initially the focus was on individual signature events; as these grew in popularity and number, it became necessary to package multiple events under a particular season— Spring Fling, Summer With a Splash, Fun-Filled Fall and Winter Wonderland.
THE PARK AT OWA
THE PARK AT OWA IS NOW
ALL-YOU-CAN-PLAY PROMOTION
