Our guide to cohesion for Gap’s typographic identity.

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The project began with retail environments and touches all points of communication.

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Campaign treatments.

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Gap Kids Sub-branding.

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Gap Fit Sub-branding.

Animation techniques for email and social media.

Gap Kids Summer Campaign.

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Poster for Gap Editions, with Joel Evey.

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Wax Studios partnered with Gap to radically re-invent their approach to typography, bringing cohesion and unification to all moments of communication throughout their retail and digital experiences. The approach enacts the far-reaching power of typography and design to forward organizational change, unifying internal and external communication processes. While calling back to Gap’s long-standing relationship with Helvetica, the new system allows for broad strokes of distinction and playfulness for each new design.

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