Why: With near-meteoric expansion across multiple regions and sales channels, Starbucks recognized the need for brand guidance to ensure its coffee shops, sales channels and marketing initiatives shared a consistent narrative, voice, visual language and marketing approach.  

What : I collaborated with brand marketing leadership and visual design to author the initial Starbucks Brand Book, a foundational treatise and toolkit that fired internal imaginations and ensured the consistent, on-brand development of marketing initiatives, product promotions, and, most critically, the creative expression of the Starbucks brand. 

Role                Brand Narrative, Voice & Messaging

Team              Starbucks Brand Creative