STARBUCKS
SUSTAINABILITY STYLE GUIDE
With a recent enterprise-level focus on sustainability, Starbucks teams all over the globe quickly started developing work ranging from brand level messaging to local store signage, without a holistic creative vision. Our job was to develop guidelines that would help create consistency throughout the broad range of campaigns and messages. Our visual approach was contemporary, optimistic and inviting. Our voice was respectful, optimistic and human—with specific guidance to help avoid messaging that could mislead the customer or be seen as greenwashing.
Creative Direction—Brand Voice, Art Direction, Creative strategy
STARBUCKS
SOCIAL MEDIA STYLE GUIDE
After years of intentionally lo-fi content on our channels, a new leader stepped in and had a more sophisticated vision. But with two teams creating content, it was tricky to find a balance that made everyone happy. This guide aimed to find a solution that captured the best of both ideologies, with a sharp focus on the real world variety of projects (and constraints) that teams might encounter.
Creative Direction—Brand Voice, Art Direction, Creative Strategy
STARBUCKS
FRAPPUCCINO BRANDING
Not an intentional branding exercise, but one that happened naturally over several years of honing in on the Frappuccino personality and what resonates with customers. Post by post, we created a brand for Frappuccino that's confidently quirkier and more playful, but retains the attention to detail and sophistication of the main Starbucks brand.
Creative Direction—Concept, Copy, Photography, Art direction, Video Direction
STARBUCKS
NFT STRATEGIC
EXPLORATION
The NFT landscape was growing by the minute with enticing opportunities for brands, but our CMO was unsure if Starbucks and NFTs were a good fit. Our task was to analyze the market from a brand and customer perspective and find how (and if) we could enter the space in a way that aligns with our mission and values.
Creative Direction—Competitive Research, Creative Strategy, Concept Exploration
