Starbucks

Challenge: In a time of rapid expansion, Starbucks needed to create a more community-coffee-house atmosphere to defend against perceptions of generic, corporate growth. At the same time, the coffee company was handing out millions of paper cups each day with very little branding or value to the customer.

Solution: With the idea that the local coffeehouse was traditionally a place of conversation and debate, I developed a concept that placed thought-provoking, original quotes from notable authors, actors, musicians and other thinkers on each paper cup.

Result: The project, titled “The Way I See It,” generated considerable media buzz, and gave customers—and more than a few coffee dates—something to talk about on a global scale. Hundreds of numbered quotes appeared on millions of cups over a four-year span, and is widely considered one of the most successful campaigns in Starbucks history.