Old Navy

Rebranding one of the worlds largest fashion brands. And, preparing them for success on a global stage.

Brief

As America’s largest clothing retailer; Old Navy’s brand was in need of spirit, style and substance. An iconic American brand had grown chaotic and meaningless amongst new competition. With a new brand positioning, which embraced all American families; mixed race families, adopted and foster children, same-sex parents, etc. This brand strategy and visual identity was designed to celebrate and embrace this changing cultural landscape and bring this new Americana to 9 new markets in 3 different continents. As lead designer; a new logo, monogram, type system and color palette were integrated across all in store experiences, online e-commerce communications, global store opening programs and their private credit card program.