Embracing Timelessness
Reviving GAP with a campaign book that celebrates wardrobe classics.
For my advertising capstone project as a student at UNC’s Hussman School of Journalism and Media, my team was tasked with reviving a legacy brand that had lost its spark — GAP. We created an advertising campaign that reimagined GAP’s brand identity for modern audiences. Our goal was to blend creativity with market resonance.
The project consisted of three phases: 1) writing the brief 2) conceptualizing and executing creative and 3) assembling a campaign book. Each element was meticulously designed with the identified target market in mind while adhering to GAP visual brand identity guidelines. This endeavor showcases how combining market research, strategy, creative, and design can rejuvenate a brand.
Skills at Play
➜ Market Research
➜ Brand Strategy
➜ Ad Creative
➜ Storyboarding
➜ Presentation Design
➜ Print Layout Design
Timeline
➜ February - May 2023
Tools of the Trade
➜ Google Slides
➜ Adobe Photoshop
➜ Adobe InDesign
Collaborators
➜ Team of 5 Kenan-Flagler students
I designed our final campaign book (above) using Adobe InDesign.
GAP Promise Brainstorming
➜ Moving forward together.
➜ Where individuality thriv es.
➜ Bridge the gap.
➜ Clothing you can count on.
➜ Forever fashion, not fast fashion.
➜ Close the gap, a stitch at a time.
➜ We're all in this together.
➜ Inclusion isn't optional.
We crafted a promise statement & big idea for GAP based on research showing consumers' frustration with microtrends, leveraging the brand's iconic history.
Big Idea Brainstorming
➜ Where timeless looks like you.
➜ Fashion fades, style is forever.
➜ Good basics are the building blocks of great moments
➜ Times change. The basics don't.
➜ Good basics, great life.
➜ Wardrobe that grows with you.
➜ From first steps to first dates, you can’t get the basics wrong.
Using a storytelling canvas allowed me to quickly convey the most pertinent details of my strategy for our video concepts when describing my ideas to stakeholders.
Above, you can see my storyboarding process. I presented the sketch to classmates for feedback on our creative concepts. The final incorporates stock photos as well as colors and fonts from GAP's brand guidelines in order to convey professionalism and expertise.
Campaign Brief Presentation
1
After conducting market research, we knew that GAP had become wallpaper in the world of retail. Consumers knew it was there, but the brand failed to stand out from competitors despite its iconic status in earlier decades.
To address this issue, my team drafted a campaign brief prioritizing wardrobe staples, individualism, and versatility. To better understand GAP’s massive market, we presented 3 consumer personas. Our research and analysis lead to GAP’s Brand Promise: “Forever fashion, not fast fashion.”
This initial presentation summarized key findings from our market research, proposed our campaign goals, and outlined our campaign brief.
Process Presentations