7-Eleven Australia required a comprehensive brand repositioning to modernise its identity, emphasise approachability, and better communicate its core value proposition of convenience to the Australian consumer. The existing visual identity needed an overhaul to align with digital strategy and future growth.

I led a team of brand and digital designers to develop the strategic platform, 'Wonderfully Easier,' and executed a complete brand identity refresh across all touchpoints. Key deliverables included simplifying the logo lockup, introducing a custom typeface, refreshing the photography and colour palette, standardising all external communications (OOH, POS), and compiling a detailed 100+ page brand guideline to ensure consistency and governance.

The project successfully delivered a cleaner, more relevant, and modern brand personality. The refreshed identity is directly aligned with 7-Eleven's focus on everyday convenience and digital innovation, positioning the brand as more accessible and customer-friendly in the competitive Australian market.