Guiding Gap Inc. Corporate Aesthetics // corporate identity and branding
As Gap Inc. transforms itself, defining its corporate brand plays an important role in re-igniting belief and confidence in the company's portfolio of fashion retail brands. 
The challenge was to establish a look and feel that would support corporate marketing externally while re-inforce a ‘one company’ message internally. The solution celebrates the people, culture and style that makes up Gap Inc.’s family of brands. Part of the creative strategy focused on driving change management internally and included developing new brand tools and resources with scheduled updates that empowered employees to keep things fresh and relevant as the business focus evolves.
Photography plays an increasingly important role in representing the unique individuality and passions of the people, style and product-obsessed culture of Gap Inc.
To get started, gathering support for a new, company focus required alignment across executive leadership. An oversize book outlining the vision helped drive adoption.
Design guidelines help break down the key elements to the new aesthetic and help everyone be good brand stewards.
The rollout of the new aesthetic is organic and ongoing. To help drive adoption, internal communications teams were identified as ambassadors and given a series of templates and toolkits to ensure consistency and help manage a cohesive, singular visual voice across functions.
// Work completed while an employee of Gap Inc. Some components done in collaboration with Tom Scott Design and Stef Hermsdorf Design.

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