Theory

Our creative expression spans the full spectrum of functional to expressive, in both voice and design.

Where each piece lands on this scale depends on where we’re meeting our customer along their journey.

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We’re quieting down the functional things so they can be most helpful—so customers will find exactly what they seek. This allows new news and priorities to come to the forefront through a more dynamic expression.

Expand below to see how expression can shift depending on channel.

Expression Chart - Overall ExpressionEXPRESSIVEFUNCTIONALExpression Chart - Mobile Order & PayEXPRESSIVEFUNCTIONALExpression Chart - In-storeEXPRESSIVEFUNCTIONALExpression Chart - Email/PersonalizedEXPRESSIVEFUNCTIONALExpression Chart - Social MediaEXPRESSIVEFUNCTIONAL
Functional
Expressive
Expression Scale
Theory Expression ScaleHOW THE EXPRESSION SCALESHOWS UP IN CREATIVE

This brand expression guide should be used in conjunction with other more specific guides around each element of our brand.

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