The challenge

Oasis, well-known for running multiple schools across the country, was taking over a young offenders institution housing some of the most vulnerable young people. The challenge was to positively explain that Oasis wasn't a charity taking over a prison, but a charity creating the UK's first ever secure school—fundamentally reframing public perception of secure youth institutions.

The process

Getting under the skin

Deep research into the YOI sector revealed an absence of care within these establishments, with education limited to under 4 hours a day and young people locked away at all other times. The system was failing, Oasis we’re offering something radical and new.

Uncovering the magic

I identified the core tension: 'We're not the jailers - we're the liberators.' The public perception challenge was clear: 'IT'S JUST A JAIL WITH A DIFFERENT NAME.' 'NO IT'S NOT. IT'S A SCHOOL.' The word "secure" carries negative baggage—requiring reclamation of the term.

Getting right to the heart

"Oasis Restore" with the tagline 'A secure future for young lives'—repositioning as a place where children can be enriched, thrive, and flourish in a secure and caring environment, bringing new meaning to the word "secure."

Consistency delivered

Integrated visual identity combining Oasis's recognisable messy 'O' symbol with the 'r' for Restore forming a strong trunk and branches of a tree, Oasis 'O' forming the growing canopy of leaves, supported by natural textures reflecting their natural approach to education.

The results

Successfully reframed the narrative around secure youth institutions, positioning Oasis Restore as an educational environment focused on growth and restoration rather than punishment. The brand established a new lexicon for discussing secure schools in the UK.

Services

Brand audit + Marketing audit + Sector audit + Brand positioning + Creative platform

Work completed whilst at EPLS Design