The Challenge

Since introducing the Onvo name and mascot in 2020, the brand has grown up fast. That evolution has played out both across social media and the physical world. Onvo's personality and voice have built a real following, and the brand's store design has come to life through multiple renovations and new facility builds. Onvo today looks, sounds, and feels more confident and established than ever.

But as the brand matured and expanded, its digital presence hadn't caught up. The website still leaned on photography that didn't reflect the brand Onvo had become, and its structure wasn't built to help real travelers — truckers, families, commuters — quickly find the location, offer, or amenity they needed on the road. It was time for the website and visual library to reflect the same growth already visible everywhere else.

With the Onvo identity and mascot already established, the next phase of work focused on two connected efforts: a full website overhaul and an original photo/video shoot to fuel it.

The site was rebuilt from the ground up to reflect how the brand had evolved — stronger visuals, clearer structure, and a more intentional user experience. Key improvements included refined navigation and functionality, a reinvented naming structure for better clarity and consistency, and flexible page sections that let the team easily update images and copy for new offers, promotions, and seasonal campaigns. On top of that, the team layered in local SEO work: adding and optimizing individual location pages, enriching existing pages with details on offerings, amenities, and services, and streamlining navigation so travelers could quickly find a nearby stop — whether planning ahead or searching mid-trip.

Website Overhaul

Beyond structure and functionality, the site needed to feel a little more like the Onvo brand that had progressed. That playfulness was woven directly into the web experience: custom icons, illustrated accents, and graphic details that echoed character throughout the site. Promotional banners, seasonal graphics, and page layouts were all designed to carry that same tone, so every part felt distinctly Onvo. The goal was visual consistency and ensuring customers felt something when they landed on the page, the same spark that makes the in-person brand so memorable.

Graphic Design

To give the new site real, on-brand imagery, the team ran a multi-location photo and video shoot across Onvo locations. The goal was to build around the moments that define the Onvo experience: lifestyle shots of travelers and friends arriving at the store, coffee and food captured mid-interaction, travel moments at the pump, in-store browsing and checkout, rewards app usage, staff interactions, and more. The result was over 25 minutes of raw footage per location plus a full library of edited photos, giving Onvo a flexible, authentic visual foundation to draw from well beyond the initial site launch.

Photo & Video Shoot

Onvo's partnership with Penn State Athletics also deserved a home on the site. A dedicated digital hub was created that gave fans a reason to check in beyond just game day. Campaign pages tied directly into Penn State football, offering perks like discounted fuel on days the team won. Easy mobile access was also crucial, since fans needed to check offers on the go. The partnership extended beyond the site as well, with supporting creative carrying the same campaign look across channels and reinforcing Onvo's position as the official convenience store of Penn State Football.

Penn State Partnership Hub

Problem Solved

By pairing a rebuilt website with real, on-brand photography and video, Onvo now has a digital presence that matches the warmth and personality of its mascot instead of generic stock imagery standing in for a brand built on being quick, kind, and convenient. The local SEO work makes it easier for real travelers to find the right location and amenities in the moment they need them, turning the site into a genuinely useful tool during a trip, not just a digital brochure.

And because the photo and video library was shot broadly across lifestyle, food, travel, in-store, and rewards moments — Onvo now has a growing, reusable asset library that can flex with new promotions and seasonal campaigns, rather than requiring a new shoot every time the brand needs fresh content. Together, the website and imagery finally give Onvo a digital experience that feels as considered and consistent as the brand itself.