(Sub)Brand Refresh

Starbucks REWARDS

Art Direction + Creative Strategy

Creative VP: Jen Quotson | Creative Director: Gary Jacobson | ACD: Jeff Ashley | Lead AD: Taylor Anderson | Photographer: Talia Green

Starbucks’ loyalty brand, Starbucks Rewards, needed a refresh. Our business partners wanted a shiny new asset library that spoke to the joys of earning stars, represented our wide customer base, and celebrated individuality. For this new expression, we infused more color into Rewards’ palette and dialed up the playfulness. The result? A super fun new photography library to leverage for big hero moments and more functional need states. Gold star!

As we welcome more and more Gen Z customers to the world of Rewards, we made sure that our overall art direction was irreverent, fun, and joyful.

Our former Starbucks Rewards library was cozy and comforting, but the vibe may have been lost on younger demographics. This pivot would be a complete 360 – more energy, more cheek, more vibrancy.

Previous library:

The north star: an expansive moodboard.

We provided our photographer, Talia Green, with a loose concept so she would feel free to capture magic on set without the pressure to adhere to specific poses and composition.