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.