Client: Starbucks

Company: O.C Tanner

Creative Director: Jill Bustamante

Copy: Errin Pedersen and Brittany Austin

Animator: Justin Rosengreen

Years: 2022-2025

Everyday Uplift! is Starbucks’ internal recognition brand, developed in collaboration with O.C. Tanner and powered by our Culture Cloud platform. Created to celebrate partners for great work—every day—the brand comes to life through vibrant color, diverse exclamation marks, and expressive, abstract illustrations that foster a sense of fun, inclusivity, and human connection.

I was responsible for the design concept and visual identity—from the wordmark and illustration style to a wide range of deliverables including communications, web experiences, videos, eCards, enamel pins, and games—all created to build awareness, drive engagement, and help partners feel seen and celebrated by one another.

Not Just a Punctuation Mark

The exclamation point is central to the Everyday Uplift! brand—acting as a stand-in for all things great within the partner experience at Starbucks. It brings celebration, personality, and energy to every touchpoint. A wide variety of exclamation points appear across headlines, illustrations, and patterns—from bold graphics to hand-drawn expressions—adding vibrancy and character throughout the system.

Bringing the Brand to Life

The Culture Cloud homepage is where recognition starts—a playful, welcoming landscape that invites partners in. A growing library of animated eCards offers simple, expressive ways to celebrate everyday wins and meaningful moments.

Branded Communications

A selection of print posters, emails, guides, and launch videos created to introduce the Everyday Uplift! program, spark engagement, and support partners and leaders during rollout.

Recognition You Can Wear

A series of enamel pins designed to celebrate standout moments—worn proudly on partners’ aprons. From the MUG Award to Partner of the Quarter to the region-exclusive Glow of Great, each pin brings Everyday Uplift! to life with a tangible, collectible touch.

Team Connect Cards

A card deck was created to support team huddles—helping partners reflect, share, and recognize values in action. Developed to strengthen culture and connection, each card features Everyday Uplift illustrations that spark real conversation.

New Hire Recognition

To support onboarding and celebrate new hires, a series of playful eCards and printed cards were developed to help partners welcome new team members—and introduce a few new exclamation marks along the way.

More Opportunities to Share Recognition

Explore additional Everyday Uplift! deliverables—from Green Apron Cards and New Values eCards to Anniversary Pins—designed to inspire connection and meaningful recognition at Starbucks.