Tryer Center
In 2018 I worked with Starbucks on the launch of their new innovation lab, the Tryer Center. I led workshops with the center’s diverse team of designers, engineers, and business/marketing thinkers to dig into their diverse hopes for the center—then turned their varied ideas and insights into a manifesto that they could all rally around.
From that foundational language, my team at Touch and I built a complete brand identity, a communications and outreach plan, and an memorable experience (from paint colors to past project exhibits to three-dimensional signage) for the 20,000 square-foot space. We knew we’d been successful when we visited the center in the weeks after opening and found a space buzzing with energy and full to the brim with visitors from all across Starbucks HQ.
