Unifying a large retail organization around a shared identity requires more than visual alignment. It demands clear standards that support evolution without constant reinvention.
As Creative Director, I shaped Gap Inc.’s enterprise brand framework, aligning personality, expression, and governance through research, testing, and executive partnership. The work established a consistent foundation that strengthened recognition while enabling confident execution across teams.
Key Decision:
Established shared standards that enabled evolution across business units without constant reinvention.