CAMPAIGN LAUNCH PAGE: GAP X GQ MAGAZINE
ART DIRECTION, UI/UX, VISUAL DESIGN
As we were quickly shifting into a "digital-first" culture, I knew Gap's highly anticipated Best New Menswear Designers in America campaign with GQ Magazine needed a stronger digital presence. I jumped in as Design Lead of Gap Men's to pitch and execute the first-ever campaign launch page on Gap.com, establishing a framework for future brand campaigns to come.
STRATEGY
Up until this launch, the campaign was only found in print advertising with a spread in GQ Magazine and a very small digital footprint. Because of budget (amongst other things), the initial marketing brief only requested for a list of particpating stores with a store locator CTA.
I immediately saw this as an opportunity to think beyond the brief and consider how we could expand on the digital experience. And since this was the first of its kind, it was also a way to explore new interactive ideas that could push the technical boundaries of the Gap.com platform for future campaigns.
GOALS & CHALLENGES
SCALE THE DESIGN
Extend the brand campaign by conceiving and executing a brand new, global digital experience for Gap.com with no formal brief
CULTIVATE ALIGNMENT
Present content strategy and design proposals to cross-functional teams to ensure design meets both marketing and business needs
BUILD UPON THE STRATEGY
Utilize my expertise of interactive design and retail marketing to build an experience beyond the initial ask
NAVIGATE CONSTRAINTS
To produce an innovative, first-ever interactive campaign page on Gap.com regardless of technological and monetary constraints
I teamed up with the Men's Editorial Lead to develop a content strategy and messaging hierarchy that resulted in a digital destination page for the campaign, leveraging all existing assets available to us. We then pitched this strategy and concept to key partners across functions in order to cultivate alignment and gain resource support.
Behind-the-scenes of the campaign
Spread in GQ Magazine, September 2014
DESIGN SOLUTIONS
PARALLAX TECHNOLOGY
I wanted to explore bringing newness and innovation to Gap.com. At the time, I began to see a rise in popularity for more immersive, interactive landing pages. I worked closely with Engineering to bring this functionality onto the Gap platform, overcoming several technical obstacles and restrictions during the build phase of the project.
SHOPPABLE USER INTERFACE
In order to eliminate the need to monitor inventory as products sell out, I proposed a dynamically-pulled product widget that would only populate pieces that were still on-hand. The widget contributed greatly to the digital commerce experience, aiding in the sell-through of product within the first two weeks of the launch.
A collection of news features and videos related to the campaign
Behind-the-scenes of the photoshoot
Meet John Elliot of John Elliot + Co
Meet Rob Garcia of En Noir
Meet John Moore of M. Nii
CAMPAIGN LAUNCH PAGE:
GAP X GQ MAGAZINE
ART DIRECTION, UI/UX, VISUAL DESIGN
As we were quickly shifting into a "digital-first" culture, I knew Gap's highly anticipated Best New Menswear Designers in America campaign with GQ Magazine needed a stronger digital presence. I jumped in as Design Lead of Gap Men's to pitch and execute the first-ever campaign launch page on Gap.com, establishing a framework for future brand campaigns to come.
STRATEGY
Up until this launch, the campaign was only found in print advertising with a spread in GQ Magazine and a very small digital footprint. Because of budget (amongst other things), the initial marketing brief only requested for a list of particpating stores with a store locator CTA.
I immediately saw this as an opportunity to think beyond the brief and consider how we could expand on the digital experience. And since this was the first of its kind, it was also a way to explore new interactive ideas that could push the technical boundaries of the Gap.com platform for future campaigns.
GOALS & CHALLENGES
SCALE THE DESIGN
Extend the brand campaign by conceiving and executing a brand new, global digital experience for Gap.com with no formal brief
CULTIVATE ALIGNMENT
Present content strategy and design proposals to cross-functional teams to ensure design meets both marketing and business needs
BUILD UPON THE STRATEGY
Utilize my expertise of interactive design and retail marketing to build an experience beyond the initial ask
NAVIGATE CONSTRAINTS
To produce an innovative, first-ever interactive campaign page on Gap.com regardless of technological and monetary constraints
I teamed up with the Men's Editorial Lead to develop a content strategy and messaging hierarchy that resulted in a digital destination page for the campaign, leveraging all existing assets available to us. We then pitched this strategy and concept to key partners across functions in order to cultivate alignment and gain resource support.
Behind-the-scenes of the campaign
Spread in GQ Magazine, September 2014
DESIGN SOLUTIONS
PARALLAX TECHNOLOGY
I wanted to explore bringing newness and innovation to Gap.com. At the time, I began to see a rise in popularity for more immersive, interactive landing pages. I worked closely with Engineering to bring this functionality onto the Gap platform, overcoming several technical obstacles and restrictions during the build phase of the project.
SHOPPABLE USER INTERFACE
In order to eliminate the need to monitor inventory as products sell out, I proposed a dynamically-pulled product widget that would only populate pieces that were still on-hand. The widget contributed greatly to the digital commerce experience, aiding in the sell-through of product within the first two weeks of the launch.