Gap Inc. is the parent company to several retail brands, such as Gap, Old Navy, and Banana Republic. The company did not have a standardized brand beyond the individual identities of each retail business and visual expression was fragmented by individual creative teams designing various materials.
My team identified the need to establish a unified brand for the parent company in the various communication, marketing, and promotional efforts. Brand standards were developed to visually stand alongside each retail brand when needed and was implemented in materials for investor relations, human resources, c-suite communications, social responsibility, corporate communications, the philanthropic foundation, and company events.