Insight
Do What You Love
For over 50 years, Gap has been a leader in American style. Founded in 1969 in San Francisco, the brand is known for modern essentials, denim, and casual wear designed for everyday life. While Gap continues to evolve and stay true to its heritage of clean, confident style, the brand needed to re-establish its place in the industry with a clear point of view, stronger connection to customers, and alignment across products and teams.
Idea
Create Tomorrow. Deliver Today.
As part of the Gap Brand Refresh Leadership team, I helped redefine the mission statement, create new brand tenets, and establish product filters to ensure all products reflected the updated vision. To launch this transformation, Gap bought out the Mirage event center in Las Vegas and hosted over 4,000 global leaders for a week-long leadership conference called Create Tomorrow. Deliver Today. The event introduced the refreshed direction to product designers, debuted a partnership with Ellen DeGeneres, and launched a youth campaign. I oversaw the entire experiential journey, from first touchpoint to closing survey, conceptualizing the event end-to-end with production partners, venue staff, executive leadership, and vendors. Every piece of marketing was strategically designed not only for the event but also for a global road show across the United States, Japan, Europe, and China.
Impact
Let the journey continue
The work behind these experiences went far beyond the moments on stage. Here’s a peek behind the curtain at the conceptual and setup phases of several large-scale events, where ideas took shape, details were refined, and teams came together to build something memorable. From early sketches and production meetings to venue buildouts and final rehearsals, these behind-the-scenes moments capture the foundation that made each event successful.
