Starbucks Benefits
This exercise in creating a new brand and initial launch campaign for benefits open enrollment came as Starbucks had been continually evolving communications strategies for its retail stores. Taking a completely new approach, the updated creative lends itself to youthful, fresh, and engaging design that is both beautiful and functional. It was important to keep graphics in line with Starbucks overarching brand guidelines, but also set the look and feel apart so the benefits platform can own an identity unique to itself. Abstract shapes and an expanded color palette represent the categories of benefits Starbucks offers and a design system was developed to meet the needs of various print and digital applications.
Project Type
Branding
Scope
Art direction, design
Additional Credits
Brenden Mendoza, creative manager
Arlene Mitsui, contractor
Charlotte Smith, producer
Visualizing the aspects of well-being.
A critical part of the concept phase was time spent exploring shape language, pattern, and color that could represent the various offerings that encompass Starbucks Benefits. In partnership with another designer, our process resulted in a range of ideas, from typographic explorations to the more conceptual and organic elements we landed on, shown below.
