This campaign was completed as a Brandcenter project.
Founded in 1969, Gap started off by selling records and jeans, and the brand has made smooth transitions into new decades with their new and unique styles. My team was tasked to rebuild a declining retailer's brand experience and create a campaign, and we chose Baby Gap.
The evolution of the brand and its products
Evolution of baby apparel
Cultural shopping trends
From social media interactions, parents with infants stated that Baby Gap clothes and accessories were too pricey. Baby Gap was in a place 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 for their babies and as gifts for others' babies both 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.
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.
Rebranding store layout for a multigenerational experience
Baby Gap Bundle (Subscription Box)
Polaroid rip-off magazine print ads
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
Baby Gap Bundle and Website