Fuel Our Democracy

Objective

Ahead of the 2020 U.S. election season, develop a digital campaign encouraging civic engagement and bringing awareness to the importance of voting. Engage employees and customers to access voting resources and work with regional stakeholders to ensure accuracy on government affairs topics. Maintain a non-partisan approach enveloped in Starbucks brand and values.

Solution
Create concepts for logos, marks, and branding elements based on the creative brief. Develop a campaign with subtle nods to Starbucks branding and a visual system to bring consistency to digital placements in the Starbucks app, website, and in stores. Work with developers to create a web experience driving engagement.

This campaign initially launched in 2020, has been leveraged in other global markets for their respective civic engagement campaigns, and continues to be the branding for Starbucks U.S. civic engagement platform — most recently for the 2024 election.

Team
Steve Murray, creative director
Brenden Mendoza, art director
Andrew Vagner, designer
Henry Jarman, motion designer
Jessica Dubey, copywriter
Connor Surdi, photographer
Sarah Estes, producer

Measures of Success

Voter registrations during initial campaign period

Unique page views during initial campaign period

6+

500+

Years Starbucks civic engagement platform has been active

Earned media coverage and organizational partnerships

12,000+

3,000+

Visit the website.

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