Existing Branding
GoldPass originally lived under 7NOW Delivery with almost no brand presence, just a single color and a flat badge illustration pulled from the app.
Goals for Rebrand
The initiative was to transition GoldPass under the full 7-Eleven brand, building a distinct identity that could stand on its own while still tying back to the parent company.
Issues to Address
The lack of established branding made it difficult to create cohesive campaigns or scale the program. Without a system beyond a badge and a color, GoldPass risked feeling like a sub-feature rather than a major rewards platform.
Concerns in Rebrand
The new identity needed to feel premium and recognizable, but not overshadow 7-Eleven itself. Balance between the two brands was critical.
Solution
Working alongside copywriter Camille Bibbee, I created a refreshed identity that elevated the existing badge into a complete logo system. By integrating a stylized stroke around the GoldPass mark and locking the 7-Eleven wordmark in black, the GoldPass element remained prominent without losing the parent brand connection. To carry this look into campaigns, I introduced a bento-box design style for both static and video applications, providing structure and consistency through the transition into the new brand.
Branding Guide
Animation
To extend the new GoldPass identity into motion, I developed a bento box animation style—clean, structured panels that guided both static layouts and video. For the lobby screen, I brought this to life by animating the GoldPass badge and phone screen in 3D space, creating smooth rotations that added depth and visual interest while keeping the overall system cohesive.
Employer: 7-Eleven
Project: 7-Eleven GoldPass Rebrand
Team: Heather Chong, Kayla Smith, Camille Bibbee
Kayla Smith 