REBRAND LAUNCH
Gap Inc. went through some hardship these past few years with the loss of a Creative Director, closing down over 5,000 stores and bringing on a new CEO into the mix. The morale was low and employees were unsure of the company's new direction.
Collaborating directly with the in-house Brand and Marketing team, we helped developed the company's new mission statement and visual direction as part of their rebrand launch. This video was the output of that collaboration where it used the history of the company to help paint the future for all of Gap's brands: Gap, Old Navy, Banana Republic, Athletica, Hill City.
Under this new direction for the video, we developed the photography style, iconography and layout treatments that will be used moving forward as the corporate brand. This laid out the foundational elements for their identity and creates a fresh take on a long-lasting consumer brand.