Holiday CAMPAIGN Styleguides

WHAT & WHY

Styleguides serve as North Stars for creative work. They ground multidisciplinary teams in a consistent story, theme, style and palette so their work can tie together with a singular point of view. This allows a brand to show up strong through cohesiveness in the market.

CHALLENGE

The Creative Studio, made up of multiple design teams each received varying briefs, due dates, and approvals from different business units, was tasked by our SVP to have a strong, singular point of view for Holiday.

GOAL

To deliver a styleguide for all design teams to utilize in their work so the Starbucks holiday campaign could have a cohesive message, look and feel for product and all customer touch points.

RESULT

After landing the creative strategy campaign deck, we developed a styleguide that visually expressed that campaign, and addressed each individual team’s work. Each team utilized the styleguide and you can see some of the outcomes below.

BRAND

Starbucks

MY ROLE

Secondary trend research

Lead styleguide development
Deck strategy and design

TEAM

Josephine Kimberling, Associate Creative Director & Trend Strategist
Trend Strategist: Emilie Bélis, Trista Sydloski-Tesch
Kristy Cameron, Creative Director

*Below are examples I designed for my portfolio to represent some of the information that went into the styleguide, but it is not the actual styleguide.

*All images used are for inspiration purposes only.