Gap has one of the most recognizable identities in retail. Rather than redesigning the brand, the objective was to audit, strengthen and extend the existing system so it could work more consistently across retail, digital, marketing and campaign communications.
THE CHALLENGE:
An iconic brand doesn’t need reinvention. It needs a system that can evolve without losing the equity built over decades. The challenge was to identify inconsistencies, clarify best practices and create a more flexible framework for internal teams and creative partners.
THE APPROACH:
Working closely with Gap’s internal team, we developed an expanded brand system that translated the company’s values into practical tools for designers and marketers. The work culminated in a comprehensive 200+ page brand guidelines program defining visual principles, typography, photography, voice and tone, campaign standards and implementation guidance.
THE OUTCOME:
Following the strategic work, our team was engaged under a separate scope to bring the system to life through a national advertising campaign. By establishing clear principles instead of one-off solutions, the project gave Gap a stronger foundation for future campaigns while preserving one of retail’s most recognizable identities.
Role
Brand Consultant
Agency
COMBO
* Brand audit
* Brand values
* Brand personality
* Visual identity principles
* Typography system
* Color palette
* Photography direction
* Voice and tone
* Brand architecture
* Campaign guidance
* Digital standards
* Production-ready guidelines