Loyalty programs can be functional to the point of being forgettable. Journie allowed us to make loyalty feel much more human.I was there from the beginning of the rebrand, working with the team to uncover the small rituals and irrational pleasures that make gas stations part of people’s everyday lives. From there, we built a new brand language around GO YOU: confident, celebratory and unapologetically human.I helped shape the brand strategy, language and creative expression, then brought it to life across a national launch. The work was about making a program with a practical purpose feel like a brand people could actually choose.Skills: Brand strategy, consumer insight, naming and language, verbal identity, campaign development, creative direction, integrated launch.