Gap

Gap is a well-established brand with a highly limited style palette. Working within these confines was challenging but ultimately fun. Gap is already well-known, so the style shouldn't be "too out there", but that was my thought process throughout.

I started to understand the challenges that Gap has. Most of Gap's advertising is simple, centered, and white text. That is boring from a design perspective. I had to use four different marketing materials but still remaining consistent, which made it difficult. I took on this challenge by adding typography into the figure/ground compositions to create both a consistent series and visual diversity to avoid boredom. Ultimately, I isolated the point size and color of the word “Sale”—much like Gap does in their actual advertising. 

SPRING: "Iris, Monochrome, inspired by windy weather 

SUMMER: “Nile”, analogous, inspired by a river surrounded by grass.

FALL: “Navy”, complementary, inspired by Halloween and the orange leaves

WINTER: “Fortress of Solitude”, neutral, inspired by Superman’s home