Crafting a Visual Identity: Building Oasis on Social Media

Social media for Oasis was never just about posting products—it was about building a feeling.

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As the founder of Oasis, I was fully responsible for managing, designing, and shaping the brand’s social media presence from the ground up. The target audience was highly specific: design-aware, detail-oriented, and drawn to calm, chic, Asian-inspired interiors. Because of this, every decision—from colour palette to wording—had to be intentional and aligned.

I curated a consistent visual language that balanced ambient minimalism with bold accents, ensuring the feed felt cohesive yet expressive. Colours were carefully selected to reflect warmth, calmness, and sophistication, while compositions focused on space, light, and texture. The goal was to make the brand instantly recognisable, even without a logo.

The niche market I was designing and advertising for consisted of people who find beauty in chaos—those who see elegance and harmony where others might see imperfections. This perspective shaped every creative decision, ensuring the brand resonated deeply with its audience.

Managing Oasis’ social media meant wearing multiple hats: creative director, UX writer, strategist, and analyst. I continuously monitored performance, adjusted content based on user behaviour, and refined the tone to stay aligned with both brand values and audience expectations.

The result was a strong, cohesive digital presence that reflected Oasis as more than a store—it became a curated lifestyle and aesthetic experience, consistent across platforms and instantly recognisable to its audience.

In the end, my goal was to make Oasis feel clear, consistent, and instantly recognisable. By paying close attention to visuals, tone, and small details, I ensured the brand’s social presence felt natural, aligned, and true to the audience it was created for.

To achieve this, I personally led and executed multiple photography sessions, shooting across different interiors to capture the products in real, lived-in spaces. This hands-on approach allowed me to maintain full creative control and ensure visual consistency across all content.

Instagram was the primary marketing and outreach platform, supported by low-budget boosted posts. Despite the minimal spend and low daily investment, the campaigns achieved strong reach, high click-through rates, and high engagement, with visuals and storytelling resonating deeply with the intended audience.

The results demonstrated that thoughtful content, strong visual identity, and authentic storytelling can outperform higher-budget campaigns when executed with intention.