GAP: Close The G—P
This is a spec project that I decided to do for GAP because I feel like the brand has a lot of potential.
*This project was completed before Kanye absolutely lost his mind.
Problem
GAP hasn’t been associated with cool for a long time. It seems they got comfortable with being considered the cheap, out-of-touch corner of the mall that millennials avoided.
YZY
The move to have Kanye become associated with the brand was genius. He’s a well-known face, a great designer, and he adds a lot of punch to the brand. But you don’t want to hedge your bets entirely on the mercurial celebrity.
REBRAND
REBRAND
Close the G—P
My rebranding solution would be to update the typography to something more edgy, modern and fashionable. Update the photography to a more serious, avant-garde tone. And present a collection of high quality, modern fabrics that reflect what the culture values today.
TVC
TVC
For the tv spot, I’d use modern aesthetics and Kanye’s groundbreaking 808’s album to show the world how we revamped the brand, just like how Kanye revamped music.