With 67M followers, Starbucks is one of the most beloved and most followed brands in the world.

I stepped into my role as an evolved creative expression was rolled out for Starbucks’ overall brand. There was a need to unify our social content and tie it closer to the larger branded expression. I identified the opportunity, took on the challenge, and lead a team in the creation of new guidelines.

Here’s the gist of it:

Starbucks comes to life through the stories we tell – little moments of uplift, comfort, and care for our community. Here are a few approaches we take with a product specific lens:

Seasonality

Capture the tone and emotion of the season to reflect how our audience is feeling

Experience

Creative interpretations of the experience you might feel when enjoying a product

Humanity

Our most "realistic" executions, up-leveled with creative twists and artful settings

Ingredient

Visual cues tell a story of flavor appeal, specific to the product

Tone and Voice

Our voice shines on social. As the best online barista, Starbucks takes a conversational approach – we see you, we get you, and we're here to make your day just a little better.

Visual Approach

All content is recognizably Starbucks – aspirational yet attainable. We revamped everything; illustration, photography, typography, and use of colors – strongly embracing a seasonal palette for product driven moments and leaning into our core color identity for brand-forward content.

The guidelines were universally embraced, from agencies to in-house creatives and have been instrumental in evolving Starbucks’ social presence.