Situation: Starbucks had been growing rapidly and adding new stores every day, which challenged the human resources organization in its efforts to provide the most competitive and high-value programs for employees. The company wanted to further increase its reputation as an employer of choice, investing in its people through a total rewards framework, best-in-class HR services, and a new brand identity for the human resources organization.

Challenge: Starbucks' challenges were twofold: to demonstrate commitment from company leaders to treat all employees as partners contributing to the success of the largest coffee company in the world, and to align HR leaders and stakeholders to gain support for a focused emphasis on creating world-class programs for employees.

Solution: Bonfire developed a comprehensive, global communications strategy and brand identity system for the human resources organization and all of its distinct functions. The Starbucks founders launched the new internal brand through town hall meetings, events, and road shows.

Results: To this day, the Partner Resources brand lives on throughout all functions of the company. Strong alignment between Starbucks and its partners has been essential to the company's consistent growth in stores, people, revenue, and job satisfaction.