Baby Gap

This campaign was completed as a Brandcenter project.

Background

Founded in 1969, Gap started off by selling records and jeans, and the brand has made smooth transitions into new decades with their new unique styles. My team was tasked to rebuild a declining retailer's brand experience and create a campaign and we chose Baby Gap. 

Considerations

  • The evolution of the brand and styles
  • Cultural trends with baby apparel
  • Cultural shopping trends

The Problem

From social media interactions, parents with infants stated that Baby Gap clothes and accessories were too pricey. Baby Gap was in a weird spot between being a luxury brand and bargain baby brand. 

Research & Key Findings

While observing the inside of the local Baby Gap store, conducting numerous in-person interviews and researching online, we found out that:

  • Customers purchased Baby Gap apparel both for their babies and as gifts for others' babies 50% of the time. 
  • In today's culture, people show their loved ones how they care by giving presents.
  • Grandparents always play the "good cop" by spoiling their kids.
  • The Baby Boomer generation possess 70% of the nation's disposable income.

Strategy

To make Baby Gap the destination for gift giving.

Opportunity: The Target

The nostalgic grand parent.

Creative Concept: Come Together

From Gap's founding in 1969 from music and jeans, our Come Together campaign brings the brand back to its roots by capturing the nostalgic moods of the 60's, 70's, 80's, and 90's through apparel, records, and other pop-culture accessories and shares the best of the past generations for the future ones to come. come. 

Executions

  • Rebranding store layout for a multigenerational experience
  • Baby Gap Bundle (Subscription Box)
  • Polaroid rip-off magazine print ads
  • Facebook ads

Collaborators

Kelly O'Keefe: Brand Strategist, Brand Management Professor

Berwyn Hung: Creative Professor

Thomas Carroll: Experience Designer

Bianca Declaro: Art Director

Anthony Jorgenson: Copywriter

Hunter Kelly: Strategist

 

Billboard Execution

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Brand Manifesto

Store Layout

Store Experience

Baby Gap Bundle and Website

Magazine Executions