PROJECT
Starbucks X Wicked
KIND
DATE
WHAT
DATE
WHAT
2022
Starbucks partnered with NBC Universal to create a global campaign celebrating the much-anticipated release of Wicked. Acting on a surprise and delight moment for customers, the challenge was to translate the film’s visual world into something that felt authentic to Starbucks—both stylistically and strategically.
Working closely with NBC Universal, we developed our creative direction from their existing asset library, centering on their “Emerald City” theme and elements for its rich greens and Art Deco geometry—an aesthetic that naturally aligned with Starbucks, and was a subtle nod to Seattle’s “Emerald City” identity.
From there, we developed a moodboard and toolkit to guide the partnership across all touch-points. The system established green as the hero color, supported by gold iconography, Deco-inspired frames, and geometric patterns. Elements like archways, clouds, and small “IYKYK” details introduced moments of magic, creating a cohesive visual language that balanced brand consistency with a sense of discovery.