Gap Next Generation Icons

Fall 2022 Campaign featuring incredible celebrity talent (Selma Blair, Labrinth, Cameron Russel, Lucky Blue Smith, Tony Breidinger, etc.) to highlight some of Gap’s most iconic staple pieces and their evolution over the years.

The Challenge

Make the customer excited for this campaign and encourage them to shop and navigate to this special collection.
Utilize special campaign and archive photography to educate the customer about Gap’s iconic archival pieces, and encourage them to envision these icons as something they can make their own.

My Role

Lead designer for the digital campaign.
Designed Homepage, Category Landing page, App Alert, and Email Marketing.
Ensure brand consistency across all channels (site, social, email, app).

homepage

Considerations

Give each piece a spotlight moment to speak to history and evolution.
Give the customer a clear way to reach both the women’s and mens collection.
The campaign photography was so beautifully shot, we wanted to include as much of it as we could but still let each moment feel special.
Organize the information in a way that would be easily digestible.
Creating an organic layout for this homepage that made it feel like a special campaign vs. a weekly new arrivals update.

Process

Created multiple wireframes and presented the different layout iterations to the creative director and art director to decide on design direction together.
Worked hand-in-hand with copywriter to decide how we wanted to tell this story, starting from how it should be organized to what we wanted to speak to.
Reviewed content with marketing to ensure product needs were met.
Worked simultaneously with the designer on social media to ensure alignment across all channels.
Worked with production artists to deliver final assets, and reviewed beta links from developers to ensure the page was ready for launch.

challenges

As creative was landed I realized the dynamic evergreen certona new arrivals banner above the product spotlights was breaking the visual story and needed to be reworked in order for the creative to keep the page’s design integrity and ensure seamless experience. While we could not predict what products or images would be pulled into that space, we were able to adjust the settings to pull items specifically from the featured collection. I also redesigned the look and feel of the banner to temporarily match the campaign. These were new changes outside of the scope of the project, but by pulling the web development team in the early stages of design we were able to accommodate these additional requests.

category landing page banner and in-sort marketing

Email Marketing

Results

Successfully designed and launched an impactful cohesive campaign with rich storytelling.
630 Million + earned impressions in the first day of launch.
Several products from the collection were sold out in within the first days of the release.
Excitement about the campaign from press and the talent involved: "I felt like walking around that town, wearing my loafers and my men's khakis and my white shirt — that I looked pretty damn polished and good," she says, adding that to be involved in the ICONS campaign now is a full-circle moment: "It is my pride." Blair adds: "For me, Gap is something I do truly live in and love, and to be included in this … it's a day that I'm really happy will live in a campaign." – Selma Blair, People Magazine