Starbucks Poster Project Brief

STARBUCKS

PROJECT BRIEF ARTS 224-04 Abi Hickman

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OVERVIEW Company Background Starbucks began in 1971 in Pike Place Market in Seattle, WA. The original single coffee and tea store has grown to over 30,000 locations all over the world. They pride themselves in serving the finest coffee possible to the community. The growth from a local, seaside coffee provider to a worldwide chain is due in part to the leadership of Howard Shutlz and his vision to see Starbucks Coffee enjoyed by more neighborhoods. The mission of Starbucks is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Additional Insights Starbucks has many strengths, including their branding and coffee options. The personality of Starbucks is consistent in their visuals, tone, voice, and business practices. However, the political and social stances of the company have caused some customers to withdraw their loyalty to the brand.

Overall, Starbucks has set themselves apart for creative and successful people. A big selling point is that Starbucks will concoct any combination of flavors for their customers as well as offer high end, non-coffee options to their guests.

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AD SUMMARY Project Purpose Through a promotional poster, Starbucks will increase awareness about their New Year’s specialty drink in celebration of the start of 2021. This advertisement will feature a seasonal drink and promote that choice to customers, specifially college students in Central Virgina.

Conception New Years is a time of celebration, and our target is already anticipating the arrival of 2021. The production of this advertisement will take time and resources, so a September start date discouraged any fall holiday, such as Halloweeen or Thanksgiving.

Thrust The impact of this poster can be seen in its tone, message, and style. The poster will carry a celebratory and expressive tone. Additionally, the message calls people to celebrate finally making it to 2021 by purchasing the drink. Lastly, the style will include flat illustration and photoshop commbined with text to promote the drink.

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Samples

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ACTION PLAN Audience College students on Liberty University’s campus and surrounding Virginia college campuses are anticipating New Years. This audience is heavily invested in meme culture and are acutely aware of the reputation 2020 has made for itself. Students are looking forward to the new year more so now than any other year. Twenty-twenty-one will be a time for this audience to celebrate. It is a perfect time for Starbucks to capitalize on the excitement and meet the culture in its current moment.

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Timeline This project spans two weeks, from conception and finalization.

9/16 - Sketch 10 thumbnails. Turn one concept into 3 rough sketches 9/17 - Sketch 10 thumbnails. Second concept into 3 rough sketches 9/20 – Develop best concept on the computer. Create 3 versions.

9/22 – Finalization process begins.

9/23 – Continue process as needed.

9/24 – Save final draft.

9/25 – Show peers and mentors for feedback.

9/26 – Make revisions.

9/27 – Print design and craft mock-up.

9/28 – Mount print on board.

9/29 – Deliver final product and submit digitally.

Placement This poster will be rolled out across campus on key communication touchpoints. These touchpoints, including doors, elevators, and swipers, will spread the message to the audience quickly. Additionally, the ad will be posted on the wall of the Starbucks line on campus so patrons will consider ordering the drink while waiting in line.

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Moodboard

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REFERENCES https://creative.starbucks.com/ https://www.starbucks.com/rewards/ https://www.starbucks.com/ https://smallbusiness.chron.com/starbucks-target-audience-10553.html https://www.pinterest.com/abiruth/ad-class-moodboard/

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