ROLE: CD - Pitch / platform / brand ID: tagline, voice, tone, look and feel

With most convenience stores, you walk in, walk out and try to forget it ever happened. But then there’s Sheetz. Where you walk in to a veritable Why-not wonderland, and leave feeling liberated, with a bag of goodies that could rival some of the most legendary drunk purchases… and you’re still completely sober. (Until you get home and crush a 6-pack of their craft brewed hot dog beer).

The Sheetz pitch was easily one of the most fun pitches I’ve ever worked on. It was also the first I creatively spearheaded, so winning it was a proud moment. The cherry on top was they wanted to produce the very campaign we pitched. So, for their big brand refresh, we gave it to them in a fun new line, an unapologetically liberated voice-in-your-head style, and a bold new look to celebrate the wild, liberating brand that Sheetz has always been to its legions of devoted Sheetz Freakz. (Along with a 150 page brand book that was more entertaining than most coffee table books.)

Mad props to the wickedly hilarious writing skillz of Jesse Stanton on this campaign.

Brand Book

Social images

Insta vids