The Gap is a world-renowned brand and an iconic symbol in American fashion and style. As the largest specialty retailer in the US, they continue to be pioneers in celebrating individuality and inclusivity. As part of an ongoing partnership, I collaborated as a strategic partner to create an omnichannel fall and holiday 2021 campaign launch strategy.

Celebrating individuality for the Fall 2021 Campaign

For The Gap's INDIVIDUALS campaign, we created a concept that showcases creators and individuals, and evokes nostalgia from the heritage of the brand - especially from its memorable 90’s era. We blended storytelling with products to create an engaging and conversion-first digital experience which was translated across Gap’s homepage, product listing page, email campaigns, and in social.

Creating a system for every holiday sale

We created an approach for the holiday campaign that included concepts driven by a color strategy. This system had the ability to scale across various promotions like early access, Black Friday, and Cyber Monday. This visual style was also used to inform both digital and in-store collateral such as signage and printed mailers.

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