Stanley Hainsworth has been a catalyst for the great brands of modern times. He was creative director at Nike and then Lego. He was vice president global creative at Starbucks in an era when the coffee purveyor was experiencing phenomenal growth. Starbucks has been hailed, acknowledged, and praised again and again for its excellence in branding and marketing, in creating a branded experience that can satisfy the connoisseur, bring in new converts, be accessible to all, and irresistible in its appeal. Stanley defined the very feel of Starbucks in an era when the brand was becoming a cultural icon.
Stanley has a reputation for being extremely rigorous in his work, comprehensively rethinking brands when necessary, and helping them to expand into new areas of endeavor while remaining true to their original identity. As he had done at Nike, he helped Lego expand into entertainment properties that allowed the company to gracefully enter the brand multiverse. At Starbucks, he created an innovative criteria of five filters--handcrafted, artistic, sophisticated, human, and enduring--that defined the work for the company. Stanley's extraordinarily thorough approach to design and branding is complemented by an equally good nature; he has been a revered colleague and mentor at the companies where he worked.
To read the full, original article click on this link: How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge | Fast Company
Author:Debbie Millman
