The current .com did not allow Gap to tell the diverse user and brand stories at the scale and impact their customers needed. At Team, we started the project by defining the experience pillars defined by Gap's loyal customers and their needs.
These pillars became our marker for every moment. Our team and Gap worked closely together to define an impactful brand story, intuitive user experience and scalable creative approach that could apply across the core digital user journey from .com, email promotions and social.
