Wright Massey
Encyclopedia
Wright Massey is an American
businessman and entrepreneur
most widely known as the Vice President of Development of Starbucks
, the Director of Design at The Disney Store, and designer of the famous Coca-Cola sign
in Times Square. Wright Massey founded Brand Architecture
, his architecture and design firm, in 1999, and is currently redesigning Outback Steakhouse.
In 1994, he joined Seattle's Starbucks to completely redesign the stores. He is credited with creating the Synergistic Rollout Program that built one store per day, saving Starbucks $20M a year. Massey also established the Creative Services Group which produced the brand identity and the store design. Massey created a visual brand language
for Starbucks that was recognizable and distinctive, the way Coca-Cola maintained the color red, the Spencerian script, and the red bottle for over 100 years. The visual brand language consisted of icons, stories, and color palettes that conveyed the look and feel of Starbucks graphics.
Massey's Synergistic Rollout Program helped aggressively expand Starbucks' reach across the United States. In Schultz's co-authored book called Pour Your Heart into It, Schultz states about Massey: "Given the apparently contradictory tasks of lowering costs while creating a better design, Wright’s team not only accomplished that but also a third: devising novel formats that would allow sales in locations we never could have considered before."
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
businessman and entrepreneur
Entrepreneur
An entrepreneur is an owner or manager of a business enterprise who makes money through risk and initiative.The term was originally a loanword from French and was first defined by the Irish-French economist Richard Cantillon. Entrepreneur in English is a term applied to a person who is willing to...
most widely known as the Vice President of Development of Starbucks
Starbucks
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and...
, the Director of Design at The Disney Store, and designer of the famous Coca-Cola sign
Coca-Cola Sign
The Times Square Coca-Cola Sign is an electro-kinetic sculpture created in 2004, replacing the famous three-dimensional bottle design that stood for years in the center of Times Square....
in Times Square. Wright Massey founded Brand Architecture
Brand architecture
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another...
, his architecture and design firm, in 1999, and is currently redesigning Outback Steakhouse.
In 1994, he joined Seattle's Starbucks to completely redesign the stores. He is credited with creating the Synergistic Rollout Program that built one store per day, saving Starbucks $20M a year. Massey also established the Creative Services Group which produced the brand identity and the store design. Massey created a visual brand language
Visual brand language
Visual brand language is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style...
for Starbucks that was recognizable and distinctive, the way Coca-Cola maintained the color red, the Spencerian script, and the red bottle for over 100 years. The visual brand language consisted of icons, stories, and color palettes that conveyed the look and feel of Starbucks graphics.
Massey's Synergistic Rollout Program helped aggressively expand Starbucks' reach across the United States. In Schultz's co-authored book called Pour Your Heart into It, Schultz states about Massey: "Given the apparently contradictory tasks of lowering costs while creating a better design, Wright’s team not only accomplished that but also a third: devising novel formats that would allow sales in locations we never could have considered before."