Design is in the details. And it takes obsession with detail to breathe life into that irresistible piece of clothing. These are the people behind the scenes at Gap Inc. — the dedicated professionals who push themselves every day to create clothing that resonates. Get to know these heroes of their craft.
My Gap Inc. content marketing team came up with the Craft Heroes series to meet a variety of goals at the Gap Inc. level:
1. Reinforce desired employee behaviors (experimentation, attention to detail, customer obsession, innovation, etc.) through example; reward high-performing employees by investing in their stories.
2. Attract new talent; highlight Gap Inc. as a fun and creative place to work.
3. Reinforce craftsmanship and quality with consumers and investors; customers feel a personal connection with the brand by getting to know the people behind the scenes.
Wanting to channel the quality of a finished product, we settled on a clean linear design reminiscent of a clothing tag.
The white design is meant to be placed over detail images of fabric and/or craftsmanship — allowing our product development photography to shine through, keeping the visual focus on clothing and/or talent.
The design is meant to accompany written and/or photo stories with a header image; for video, the logo is meant to be a part of the video still. I also created an animation, in partnership with my videographer, to introduce the logo at the start of each Craft Hero video.