After 50 years of serving travelers along I-70, 24/7 Travel Stores’ brand became diluted from inconsistent applications across their 10 stores. They wanted an updated and more attractive brand they could implement in all stores. However, they didn’t want to make significant changes to their logo and brand colors because of their established brand recognition.

We started by conducting an audit of every store to assess how the brand was currently being used and interviewing customers about their current perception of the brand. After the research phase, our team modernized 24/7’s visual identity to make it appear more trustworthy and created a new website, training videos, and digital advertising. We also designed the in-store and at-the-pump experiences and helped 24/7 educate their employees and customers about the upcoming changes. As a result, 24/7’s employees had a unified, consistent brand they were proud of and customers had an improved store experience to enjoy.