Following a key program update which launched in fall of 2020, the Starbucks Rewards evergreen creative expression—which reaches 24.8M members—needed to evolve with the change. As a core program, Starbucks Rewards branding is closely aligned with the overarching Starbucks expression guidelines while also needing to speak clearly about membership benefits. With this iteration of creative, I led teams on message testing, updates to creative guidelines, refreshed store signage, new app illustration assets and evergreen social posts.