During the summer of 2018, seven years after the launch of the new Siren logo, I was tapped for the team tasked with determining what was next for Starbucks creative expression. Starting with an intense three weeks of design sprints, we laid the foundational theory for the evolution from being a house of brands to a branded house. In the months that followed, we spent countless hours in a dedicated project room focused on refinement and rule setting. The culmination of these efforts was the much-lauded launch of the Starbucks Creative Expression site, which transparently shares our thinking and creative passion with the world. We have an internal saying at Starbucks: "proud to be a partner," and it's true. I am very proud to have been part of the team shaping this work.