7-Eleven: 7University Rebrand
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ROLE
Senior Art Director — Brand & Art Direction
Senior Art Director — Brand & Art Direction
CHALLENGE
7-Eleven’s internal education platform, 7-Excel University, suffered from low engagement due to brand confusion — many franchisees misinterpreted it as Microsoft Excel training, limiting participation and perceived value.
7-Eleven’s internal education platform, 7-Excel University, suffered from low engagement due to brand confusion — many franchisees misinterpreted it as Microsoft Excel training, limiting participation and perceived value.
APPROACH
I led the rebrand of the platform, redefining both its naming strategy and visual identity to better align with user expectations and 7-Eleven’s evolving brand standards. The process included:
I led the rebrand of the platform, redefining both its naming strategy and visual identity to better align with user expectations and 7-Eleven’s evolving brand standards. The process included:
• Exploration of new naming territories to improve clarity and relevance
• Development of multiple identity directions and logo systems
• Establishing a visual language that felt modern, accessible, and aligned with the broader 7-Eleven ecosystem
Rather than simply extending the existing brand, we created a distinct but connected identity — positioning the platform as a credible, engaging resource for franchisees.
RESULT
The rebrand clarified the platform’s purpose and improved its perception among franchisees, helping drive stronger engagement and participation. As Senior Art Director, I led the brand strategy, naming, and visual identity development, delivering a system that increased clarity while aligning with 7-Eleven’s broader marketing direction.
The rebrand clarified the platform’s purpose and improved its perception among franchisees, helping drive stronger engagement and participation. As Senior Art Director, I led the brand strategy, naming, and visual identity development, delivering a system that increased clarity while aligning with 7-Eleven’s broader marketing direction.
Client:
7-Eleven
Art Direction
Branding
Brand Activation
Illustration
Client: 7-Eleven
Responsibilities: Creative Concept | Omni-Channel Strategy | Branding | Art Direction | Photo Art Direction | On-Set Direction | Graphic Design | Digital Design