Creating a cohesive brand story
First, the site needed a story. We conducted brand workshops with company leaders to uncover key attributes of the previously undefined corporate brand. We helped Gap Inc. articulate that their overarching brand was all about making it easy for people to express their natural style. Gap Inc. needed to communicate with people in a way that connected to how they live, work, and play.

We then conducted extensive research on what consumers were looking to get from a Gap Inc. site and how they would use it. Primarily, information of interest to investors and job seekers had to be easy to find. We used these findings to create an information architecture and visual design that reflects the new site’s brand, then developed a content strategy process with robust guidelines that are still in use today.

An award-winning design
The new site, Gapinc.com, is beautiful, on brand, and easy to use, with well-written content. It won a Standard of Excellence WebAward, and was an Official Honoree in the 10th Annual Webby Awards.