TREND RESEARCH + CREATIVE DIRECTIONStyleguides for Holiday Campaign
WHAT & WHY
The customer experience and brand expression in and out of store – from cups, signage, merchandise, gift cards, food packaging, coffee packaging, social and marketing, was inconsistent with each campaign, having multiple point-of-views.
*Below are examples I designed for my portfolio and it is not the actual styleguide.
*All images for inspiration purposes only.
BRAND
Starbucks
MY ROLE
Project & collaboration lead
Secondary trend research
Deck strategy and design
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Associate Creative Director & Trend Strategist: Josephine Kimberling
Trend Strategist: Emilie Bélis, Trista Sydloski-Tesch
Creative Director: Kristy Cameron
ABOUT THE WORKCHALLENGE
The Creative SVP tasked the Creative Studio – made up of multiple design teams, with varying briefs, due dates, and approvals from different business units, to have a brand expression with a singular point-of-view, starting with Holiday.
GOAL
Being on the trend team, our goal was to deliver an on-brand, on-trend (& on-time) styleguide for all design teams to utilize for the Starbucks holiday campaign. This would help all teams achieve our team goal to have a singular point-of-view across all in and out of store deliverables. In addition, the customer would have a cohesive experience of the Starbucks brand.
RESULT
I worked on a cross-functional creative team of designers and writers to land the creative marketing strategy for the holiday campaign.
Once this was established, our trend & concept team developed a styleguide to visually express the holiday campaign while addressing the deliverables for each team with room for each team to interpret within their expertise.
Even with differing due dates and briefs from different business teams, the Creative Studio met the goal set by the Creative SVP for a clear brand point-of-view creating a cohesive in and out of store customer experience.
This approach continued to transform the way the Creative Studio worked and brought the brand to life in the market.
The Holiday Styleguide
The Work
Here are examples of the holiday campaign launch, showing how the styleguide we developed helped multiple teams achieve a cohesive point-of-view for the Starbucks brand in the market.
THE TEAMMany talented Designers, Creative Directors, Writers, Illustrators & Photographers brought the Starbucks Holiday launch to life.
