Gap on Stage
c. 2020This project involved the procedure of strategic repositioning of an ailing high-street brand - I decided to go with Gap. On the latter part of the project, I embarked the brand activation, focusing on bringing the new ideas and visuals into life.
‘Gap on Stage’ was a fictional strategic campaign that I created. I imagined this to be a new platform where upcoming artists are promoted and shared. Successful applicants would be invited in-store on different time schedules to perform live. Gap would professionally produce and capture video content of these live performances which would later be shared on their social media, website page and YouTube channel, which all have a relatively large following. The performers would be dressed in Gap clothing to showcase the newest collections from Gap and be given free of charge as part of their incentive. The campaign aims to share music, support new talent and inevitably rebuild their lost connection with their consumers. Gap would be able to project themselves as an inspiring brand by providing an innovative platform for performers to self-express their music, which also links back to their new brand values that I had generated beforehand.
I designed two versions of a poster advertising this new campaign; one aimed towards the performers who would like to apply and another to promote the campaign to the general public. I also created a short moving poster version to include a more interactive and contemporary way of conveying the campaign. I then utilised some of these elements to produce different contextual applications in relevance to the new campaign.
