brand expression

Times change and in order to remain relevant, competitive, and distinctive, brand positioning must evolve. I teamed up with an ACD designer to update Starbucks brand expression and identify the core characteristics that define the brand and how we express it. The existing brand traits didn’t reflect the current state of the brand, which was more simplified and iconic. In addition, the five brand traits caused confusion. The brand book recommended designers and writers use at least three of the five traits, which left questions in many minds. We took the ambiguity away by establishing three essential character traits. We renamed them Creative Pillars, because if one is taken away, the brand topples over. We required that all three pillars be used in every communication. We also addressed brand identity errors, touched on voice, and identified a visual center for artwork inspiration.

As a creative leader, I shared Starbucks brand expression in immersions with internal creatives and business partners, as well as external agencies.