BRIEF
OK Motels approached TRiC in need of a new brand that would capture the full spirit of OK, a brand that feels as dynamic and welcoming as the community they have fostered, and reflecting a love for music, art and adventure. It was necessary to create a more established brand system that would respond to the changeable nature of the business, new event artwork, lineups and artist collaborations and support the continuing growth in recognition, interstate expansion and touch points beyond event promotion into regional guides and merchandise.
RESPONSE
We looked first to capture the essence of OK Motels; the magic of bringing people together from all walks of life, and celebrate the diversity of their audience.
Inspired by the charm of eccentric motel signage, we created a fluid identity to reflect OK Motels’ spirit — eclectic, unconventional, and always evolving. A suite of ten logomarks, each featuring a unique O and K, are paired with unique colour combinations, forming a flexible system that brings variation to every application. This approach also allows for new logomarks to be introduced over time, inviting musicians and festival-goers to remix or reinterpret their own version of OK, keeping the identity fresh and unexpected.
The brand system comes to life on the website. The landing experience reinforces that OK Motels isn’t just one thing, rather a collection of things that come together to build out the world of OK Motels. The website functions as a platform for the events and artists, the festival-goers and community, a directory to rural Australian towns and a place to purchase OK Motels merchandise.
OUTCOME
OK Motels is more than a single logomark or colour. Much like their diverse offerings, a melting pot of people, events experiences, the brand is adaptable and changeable, lending itself to unexpected visual combinations and outcomes. This allows the brand can be both bold and expressive, or dial back to seamlessly integrate with festival key art, adapting effortlessly to complement diverse illustration styles and enhancing the overall energy of the experience.
