The Challenge

RaceTrac had grown into a destination far beyond the small-town gas station stereotype, with fresh food, beverages, desserts, and a welcoming in-store experience. But their website failed to reflect that energy—it lacked the vibrancy, friendliness, and modern appeal of their physical stores.

The Solution

I reimagined the digital experience to mirror what it feels like to step into a RaceTrac. Playful illustrations, bold colors, and unexpected moments of delight brought the brand’s personality to life online—creating an engaging, vibrant journey that’s fresh, fun, and unmistakably RaceTrac.