7shifts was founded in 2014 by Jordan Boesch, who was working at his dad's restaurant and struggling to manage their team operations. After years of building a product that prioritized employee engagement as well as visibility for owners/operators, 7shifts needed a brand evolution so they could more confidently present their point of view in the market.

There was a lot of affinity for the existing logo and primary orange brand color, however in their previous forms they both proved a bit challenging to work with as the team developed marketing materials and product. We anchored our work with a discovery phase designed to identify what was working really well about the identity and make sure we were carrying the most valuable brand equity forward into the future brand.

We developed a new visual identity system that showcases both the simplicity of the product and the unique perspective the company has on the role of these tech tools in a restaurant's operation. Keeping the spirit of the original logo, we created a new mark that is simpler and more confident in its composition and is easier to leverage across all different brand surfaces. We also created new brand messaging that helped articulate the brand's perspective that better teams make better restaurants.

The brand evolution ultimately allowed the 7shifts internal team to tell more compelling stories across their owned and paid channels and better communicate the true value of using an employee-first platform.