Oglebay Park Resort

The first step was a cohesive brand discovery, strategy, and positioning to uncover, clarify and celebrate Oglebay's unique blend of historic charm, natural beauty, and wildly diverse offerings. To follow through on the newly minted brand promise, a diverse collection of offerings were packaged, productized, operationalized, and engineered for activation for all audiences. From there, the service delivery model of hospitality was established and enhanced for the next generation.

To create a unified sense of place, a comprehensive placemaking, brand landscape, and communications strategy was developed that identified, named, and positioned distinct energy centers as unique experiences and stand-alone destinations. Each bestowed with their own perspective, vibe, and dynamic offerings–with thoughtful enhancements to guest experience touchpoints and storytelling to bring it all to life.

The evolution of Oglebay’s campus and offerings signaled a greater change in Oglebay’s identity. FINE established a unified and evolved visual system of identities across primary energy centers, complete with logo systems, brand standards, and naming conventions that reinforce Oglebay Park Resort’s elevated vision.

The redesigned main mark builds upon the welcoming nature of Oglebay’s original logo, incorporating natural curves with a custom and modern sans serif font. To accompany updates made to the primary logo, the Oglebay O and tree were given a refresh to align with the curves and shape of the custom letterforms.

As the premier gathering place, and heart of every stay, the Oglebay Lodge is reimagined with branded spaces and neighborhoods designed to create an activated, nature-inspired atmosphere with social centric programming and features that welcome day-to-night connection, relaxation, and revelry. A cohesive visual identity package was created in combination with the design of diverse amenities across stay experiences to engage a range of audience segments centered on the enrichment of time spent together.

A primary piece of the Oglebay Lodge placemaking strategy involved the creation of a diverse collection of remodeled and branded food and beverage concepts in collaboration with RealFood Hospitality. Naming, positioning, visual identities including tableware touchpoints, menu concepts, uniforms, sonic branding, and guest experience are all aspects of the reimagined collection of concepts created to elevate resort offerings and serve the dynamic dining needs of diverse audience segments.

Another flagship restaurant created to elevate resort offerings blazes the way with fireside signatures in the heart of Oglebay lodge. Trace Chophouse was designed as a destination for romantic dinners or post-golf indulgence with a concept that picks up on the visual style of etched trail markers paired with a bold logo carved from Tracer’s past. The sharpened notches within the letterforms, weathered with age, press into elevated materials to provide lavish depth and the markings of a new era in West Virginia.

On the first floor of Wilson Lodge, you’ll find a reimagined and renovated classic barista-style coffee bar. Sarita’s shares a new story of a familial Oglebay figure with a visual identity that brings her hospitable persona to the foreground by using her written signature as an authentic mark across branded collateral like coffee cups, pastry bags, and latte art.

A final piece of the FINE and Oglebay partnership centered on bringing to life a new website that captures the full promise of all there is to do at Oglebay and strengthen its digital foundation for years to come. Through this new digital experience Oglebay is able to increase revenue, improve brand awareness and understanding of the offerings, and fulfill its commitment to the community it calls home- enabling all to take full advantage of the diverse offerings.