- Mind Mapping
- Event Strategy
- UX Design
- Adobe Creative Suite
- Package Design
- Interior Design
- Creative Direction
A brand refresher for 7-Eleven Hawaii
With 63 regional store locations in Hawaii and the power of a global brand, 7-Eleven Hawaii was falling behind in terms of modern design and reaching new demographics. My goal as Creative Director was to guide my team in bringing a modern look and feel to the brand while retaining their core brand elements. A younger design aesthetic was needed to attract more millennials, with a focus on adding females, to their customer base. I guided my team through two-months of dedicated strategy and planning. Once we had a clear creative direction, we began to build out assets, collateral, interior and exterior signage, uniforms, packaging, all while logging everything in a living brand bible.
Brand Guideline Selects
The 7-Eleven Visual Style
The brand imagery creation involves a system that allows for the combination of aspirational, conceptual imagery and dynamic lifestyle photography that is authentic, meaningful, and immersive.
Uniforms & Ephemera for the 7-Eleven Lifestyle
I believe that apparel is an important and personal way for 7-Eleven Hawai’i to make themselves approachable to the customer and a nice way to personalize a relationship between a brand and their patron.
I wanted to create a look that not only paid homage to island traditions but also would be comfortable to wear both on the clock and while outside of work hours.
I worked to design a script and visual tone that spoke clearly and was engaging for millennial women. We did away with the majority of branding and pure old world advertising and simply focused on the story. In this case, a young girl, caught in a romantic scavenger hunt.
I felt that creating a promotional piece that simply told a story, was at the heart of the 7-Eleven mission. Their aim is to give people a break from their hectic work day. The last things people want when they unwind is to watch an on tv, so I created a story that people can get lost within.
Film & Television
Designing the interior
with the customer in mind
As a creative director managing an entire brand, I understand that revitalizing a brand is not just about the logo, colors and pretty artwork. It is about the layout, design, atmosphere and every customer experience from websites and interactive touchpoints to physical waypoints and interior designs. I wanted to increase the perceived value of the brand, remove the clutter, and bring in a familiar feel. So, I covered everything in reclaimed wood. I lifted the ceilings and widened the space between shelving units to open up to space and encourage freedom to browse. I also created a section of the store that focused on the coffee and pastries and for the first time ever established a place for people to sit indoors and outside on the patio.