Branding a new employee engagement programme, inspiring Gen-Z staff to have their say in sustainability at Starbucks

Approach

As the design lead, I created a fresh brand identity and supporting programme materials, newsletters, and other promotional assets. The bold identity is rooted in playfulness and positivity, with a colour palette that brings a youthful energy while retaining Starbucks' distinctive brand. The playful identity aims to feel aspirational, relevant and human. Putting young people front and centre to celebrate their voice and, most importantly, encourage participation in the scheme.