As part of the core team on the Starbucks brand refresh in 2011, our first task was to update the siren logo. Every aspect of the siren was considered–hair, crown, face, tail, scales, etc. No detail was too small, every idea sketched. Below is a very small sample of the many I generated. In 2012, as part of the Brand Strategy team, I focused on the visual expression for photography, illustration, color, materials and typography.