Journie Rewards
INDUSTRY: Fuel & Convenience WORK: Rebrand & Go-to-market
Refueling sucks. But, spend enough time around gas stations and convenience stores and you notice something unexpected- the experience is filled with irrational, individual, routines and rituals that have oversized emotional impact. The mini-dopamine-burst when you hit a whole dollar amount at the pump. The cheat-bag of chips on the way home from the gym. The unnecessary, late-night, slurpie-run to calm the kids and the must-have morning coffee.
With Journie Rewards, the loyalty program that connects over 90% of gas stations across Canada, every reward was just icing on another personal win. So for their rebrand we took a bold, dramatic, approach with the rallying cry of “GO YOU!”. An un-ignorable palette, tone and design system championed those irrational routines and rituals celebrating every customer for being unique. What’s a loyalty program if it’s not making you feel special?
