My Starbucks Rewards

Objective:

In 2010, My Starbucks Rewards was launched, replacing previous Starbucks rewards programs. As the lead designer on the card team dedicated to the project, Kelsey worked with card team partners to develop the program, it’s brand and all collateral. At launch, the premium tier of loyalty was to be a Gold level member, at which point you would receive a custom gold Starbucks card in the mail demonstrating your status to all behind you in line as you paid for coffee. A few years before the now-famous Starbucks mobile app would launch, MSR was the program that set the foundation for all things Stars.

Results:

My Starbucks Rewards became a sub-brand that took on it’s own life and voice, starting with mailed postcards full of surprise and delight and ending with the app you probably use today. Kelsey was the lead who developed the entire brand expression and guidelines. MSR had videos created, engaged with contests and was on the forefront of the un-boxing trend: You can still find images and clips of people receiving their gold cards today. My Starbucks Rewards has grown steadily since launch, going digital in 2015 as a pioneer and industry leader in app-based loyalty programs as well as mobile order and pay. As of 2022, the Starbucks loyalty program had an over $2 billion float. Not bad for a bank. Incredible for a coffee company.