For Gap Inc., I led creative direction for a promotional campaign supporting the Gap Family of Brands credit cards. The work required close coordination with the client, internal design teams, and Moveable Ink to create digital experiences that could support dynamic content while remaining tightly aligned to Gap Inc.’s established brand system.
As VP, Global Creative, I met with the client and vendor team in person, guided design iterations, directed both local and remote designers, and oversaw the creative handoff. The campaign needed to feel cohesive across the larger Gap Inc. ecosystem while respecting the distinct visual identity of each sub-brand.
Our deliverables included:
This was our first project with the client and became an important proof point for the team. By understanding the parent brand guidelines, the individual sub-brand identities, and the dynamic technology Moveable Ink would bring into the experience, we were able to design a campaign system that was flexible, cohesive, and production-ready.
The work was delivered on-brand, on schedule, and within the agreed scope, with minimal back-and-forth from the client. The clarity of the creative direction and quality of the handoff helped build trust, pleased the client, and led to additional work — demonstrating our ability to navigate complex brand systems while delivering efficient, high-quality digital creative.
