Setting a nicer standard for convenience stores.

The evolution of the convenience store has been one of the most transformational trends in retail over the last generation. What started as a gas station with a limited (and sometimes uninviting) shopping environment has become a hub of on-the-go commerce for neighborhoods across the country. 

First Coast Energy challenged us to create a convenience store brand that went beyond the value of gasoline to sell a better c-store experience. From the name and brand identity to the complete retail experience design, we created a brand that is synonymous with cleanliness, friendliness, quality – and innovation. Floridians have come to know that “It’s Nicer Here” at Daily’s. The brand’s success has exceeded all projections, with an additional 35+ Florida locations added since launch, and the formation of The Daily’s Foundation, which drives the company’s considerable community investments.

High Reason’s efforts for Daily’s have also involved concepting and marketing Dash, their fast-casual cafe service. Focusing on premium deli sandwiches, subs, smoothies, ice cream and more, High Reason developed the Dash brand and a comprehensive media and marketing campaign that leveraged TV, radio, outdoor, digital channels and on-site tactics to bring awareness of the quality and value of Dash offerings. The campaign led to 16% growth in same store sales year-over-year and created considerable momentum as Dash gained share in the hyper-competitive breakfast and lunch market. With an incredible partner like Daily’s, we’ve proven that, yes, you can love your gas station.

YOY growth in same
store food service sales
Florida locations
since launch


  • Brand Creation & Positioning Strategy
  • Digital Advertising
  • Media Planning & Buying
  • Naming & Brand Identity
  • Television Advertising
  • Outdoor & Radio Advertising
  • Package Design
  • Point Of Purchase Design & Delivery
  • Primary Research
  • Print Production
  • Promotional Support
  • Retail Store Design
  • Store Concept Development
  • Food truck design
  • Foundation identity development

Additional Client Work

Tom Nehl Truck Company

Zimmer Biomet

The Spa at Ponte Vedra Inn & Club

Healthy Eyes Advantage


Jacksonville Transportation Authority

Daily’s Convenience Stores