Be Iconic

Be Iconic

Celebrating 50 years of iconic product vision for every walk of life.

To Start

GAP has truly been an iconic brand for the last 50 years. It has been the only brand creating iconic products for every person in every walk of life - Mens, Womens, Kids, Grandparents, Teenagers, Newborns and Toddlers. The current .com did not allow Gap to tell these diverse user and brand stories at the scale and impact their customers needed. 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.

The Process

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.

The Result

What emerged was a design approach and interaction model called “Iconic” that systematically applies impactful story telling and simple way-finding highlighted by expressive color, texture and typography.


User and Business Insights



Cross-functional Design Systems


User Experience



Creative Direction

Digital Marketing