The Gap is a world-renowned brand and an iconic symbol in American fashion and style. As the largest specialty retailer in the US, they continue to be pioneers in celebrating individuality and inclusivity.

As part of an ongoing partnership, Barrel collaborated as The Gap’s strategic partner to create an omnichannel fall 2021 campaign launch strategy.

For The Gap's INDIVIDUALS campaign, Barrel created a concept that celebrates creators and individuals, and evokes nostalgia from the heritage of the brand - especially from its memorable 90’s era. We blended storytelling with products to create an engaging and conversion-first digital experience.

The fall 2021 concept was translated across Gap’s homepage, product listing page, email campaigns, and in social. This visual style was also used to inform both digital and in-store collateral such as signage and printed mailers.