Wheels of Opportunity, Cups of Possibility
A communication plan for the career area
As part of the Identity Design workshop in collaboration with Starbucks Reserve Roastery, students of the Master in Visual Brand Design – Işıl Başak Arabacı, Georgianna Stamatopoulou, Sanjoli Gupta, and Zehra Gez – developed a renewed internal communication strategy for the brand, aligning with its commitment to social responsibility and employee well-being.
Given the brief to design a communication plan for the career area – engaging new talent and strengthening the connection with existing employees through digital, social, and physical channels – the students reimagined Starbucks Reserve’s recruitment strategy. Their vision introduces a mobile, interactive approach that brings opportunities directly to diverse, coffee-passionate talent, reflecting the brand’s dedication to accessibility and innovation.
A communication plan for the career area
As part of the Identity Design workshop in collaboration with Starbucks Reserve Roastery, students of the Master in Visual Brand Design – Işıl Başak Arabacı, Georgianna Stamatopoulou, Sanjoli Gupta, and Zehra Gez – developed a renewed internal communication strategy for the brand, aligning with its commitment to social responsibility and employee well-being.
Given the brief to design a communication plan for the career area – engaging new talent and strengthening the connection with existing employees through digital, social, and physical channels – the students reimagined Starbucks Reserve’s recruitment strategy. Their vision introduces a mobile, interactive approach that brings opportunities directly to diverse, coffee-passionate talent, reflecting the brand’s dedication to accessibility and innovation.
Project Leader | Mentor
Stefano Cardini
Project Authors
Işıl Başak Arabacı
Georgianna Stamatopoulou
Sanjoli Gupta
Zehra Gez
This dynamic, on-the-go initiative mirrors the fast-paced culture of Starbucks Reserve, where the Roastery serves as a hub for meaningful connections among individuals who share a passion for exceptional coffee. Addressing the challenges of reaching modern candidates, the project delivers an immersive coffee culture experience through a recruitment truck tour across Milan. By taking the recruitment process on the road, the initiative connects with local communities, identifies talent, and streamlines the path from recruitment to employment—all while showcasing the essence of Starbucks Reserve.
Key elements include gamified applications, community-building activities, the Golden Ticket referral program, and sensory experiences such as Coffee Aromatherapy. By fostering authentic connections, creating memorable experiences, and reinforcing the brand’s values, this initiative enhances Starbucks Reserve’s identity while attracting top-tier talent for an evolving and dynamic workplace.
The slogan “Wheels of Opportunity, Cups of Possibility” encapsulates the spirit of this initiative, symbolising the doors it opens to new careers, professional growth, and unforgettable experiences.
