GAP, INC.
BANANA REPUBLIC
PACKAGING, IN-STORE SIGNAGE, WINDOW SIGNAGE
THE SITUATION
How do you keep seasonal retail fashion exciting and covetable year after year? The upscale American clothing and accessories retailer brought me on to direct the creation of all graphic elements – from on-product packaging, bags and boxes, to windows and in-store signage to direct mail and fashion show invitations.
THE SOLUTION
In my nearly 3 year tenure at BR, I led – in partnership with the apparel design heads – the look and feel of each holiday season. I helped launch the Heritage and Monogram shop-in-shops as well as BR handbags, personal care, and eye wear. In each case, we dug into the brand truths filtered through a lens of “Modern Soul.”
THE EXECUTION
Holiday 2006 leveraged BR’s safari heritage by combining custom animal illustrations with graphic holiday iconography. The following year, we paired hand-drawn vintage ornaments with the jewel tones of that season’s collection. The Heritage collection employed supremely tactile materials like bookcloth, waxed cord, German paper, and ultra-soft linen.
THE RESULTS
The success of the Men’s Heritage shop spurred the creation of a women’s version (along with seasonal baby and home capsule collections).
