CLIENT: Gap Inc.
Cross-Brand Career Development Campaign
The client had a unique situation where it needed to create a meta-level brand under which all of its subsidiaries could sit and identify themselves inside the fabric of the mother-ship brand.
Audience: All Employees at Gap Inc. and it’s subsidiaries
Challenges:
Develop a brand that describes the Gap Inc. look & feel and leaves space for its sub-brands to be themselves.
Getting employees on-board with career development tools that were engaging and easy to use. Creating designs that speak to a fashion design savvy group of individuals.
Solutions:
Develop a system of White Canvas, Let you be You approach to Gap Inc.
Create a box that on the outside says, “Gap Inc.” but on the inside is all about employees.
Use textures and real people in their creative environments in photography.
Develop handbooks that are digestible in size and create a number system for easy navigation.
Offer fun tools like playing cards, stickers and Employee - Manager Wheel.
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