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