PROJECT:
For this project we were asked to take a fresh look at the visual approach for Starbucks Reserve social, and strategize next steps as their content moved onto the main @Starbucks channels.
Previously, Starbucks Reserve social content had existed on its own platform accounts. In an effort to unify the our core Starbucks brand and the Starbucks Reserve brand, they were moved to the same channels. We were tasked with re-evaluating and determining creative and visual direction to fold in well with the existing @Starbucks content, yet remain visually distinct enough for customers to easily tell the different content/brand focus of posts. We developed a Creative Expression guide outlining Reserve brand photography and video styles, and best practices; this ensured all content going forward would be consistent in look and feel.
From there I, alongside several other designers and writers, worked on quarterly social content and campaigns, producing a variety of photo and video assets across multiple apps and Starbucks owned platforms.
CLIENT:
Starbucks Reserve®
TEAM:
Marisa Crane, London Dewey, Taylor Mattson, Bonita Nongluk, Sara Hendrickson, Maria McNamara, Stef Pai
PHOTOGRAPHY:
SP Studio︎︎︎ Talia Green︎︎︎
ROLE:
Art Direction, Brand Strategy & Development, Social Media
For this project we were asked to take a fresh look at the visual approach for Starbucks Reserve social, and strategize next steps as their content moved onto the main @Starbucks channels.
Previously, Starbucks Reserve social content had existed on its own platform accounts. In an effort to unify the our core Starbucks brand and the Starbucks Reserve brand, they were moved to the same channels. We were tasked with re-evaluating and determining creative and visual direction to fold in well with the existing @Starbucks content, yet remain visually distinct enough for customers to easily tell the different content/brand focus of posts. We developed a Creative Expression guide outlining Reserve brand photography and video styles, and best practices; this ensured all content going forward would be consistent in look and feel.
From there I, alongside several other designers and writers, worked on quarterly social content and campaigns, producing a variety of photo and video assets across multiple apps and Starbucks owned platforms.
CLIENT:
Starbucks Reserve®
TEAM:
Marisa Crane, London Dewey, Taylor Mattson, Bonita Nongluk, Sara Hendrickson, Maria McNamara, Stef Pai
PHOTOGRAPHY:
SP Studio︎︎︎ Talia Green︎︎︎
ROLE:
Art Direction, Brand Strategy & Development, Social Media
Creative Expression
Our visual direction and narrative is inspired by–and is meant to convey–the sensorial experiences and experimental energy found in our Roastery and Reserve stores. Whether shown in @starbucks channels or other core digital environments, this visual approach seamlessly yet identifiably represents Reserve.
Using visual techniques such as, unexpected crops and layering, energetic contrast, highly sensorial textures, and candid human and barista imagery, we were able to achieve a visual direction that embodies the Starbucks brand characteristics: Elevated, Evolving, and Human.
Social Strategy
In @starbucks channels, our approach to integrating yet differentiating Reserve content highlights product innovation, barista craft, moments of humanity, and our incredible locations.
The original @starbucksreserve instagram, was reconstructed using a new set of posts highlighting each Roastery and Reserve store around the world. The account now serves as an informational page to answer the question: “What is Reserve?”.
︎︎︎ Swipe to see concept sketch
Sketch concepts and storyboards were developed into photography and video assets to be used for various social deliverables such as IG stories, in-feed posts, emails, TikToks, and Reels.
Sketch concepts and storyboards were developed into photography and video assets to be used for various social deliverables such as IG stories, in-feed posts, emails, TikToks, and Reels.
Roastery Tours
In the brief the ask was to drive awareness of Starbucks Roasteries as must-see detinations. We created a set of videos for TikTok and Instagram, touring the US based Roasteries and highlighting their unique offerings and sights.
