Gap Design & Branding GAP1969 STREAM FOR IPAD by Akqa San Francisco

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market United States
Agency Akqa San Francisco
Creative Director Shira Bogart
Copywriter Miranda Maney
Designer Jonathan Leachman
Account Supervisor Jamie Olson
Released April 2010

Credits & Description

Category: Online Digital Design
Advertiser: GAP
Product/Service: GAP
Agency: AKQA
Date of First Appearance: Apr 3 2010
Entrant Company: AKQA, San Francisco, USA
Entry URL:
Creative Director: Shira Bogart (AKQA)
Senior Art Director: Hideki Owa (AKQA)
Designer: Jonathan Leachman (AKQA)
Copywriter: Miranda Maney (AKQA)
Management Supervisor: Victoria Graham (AKQA)
Account Supervisor: Jamie Olson (AKQA)
Mobile Account Director: Tina Unterlaender (AKQA)
Media placement: iPad Application - iTunes App Store - 3 April 2010

Describe the brief from the client
2010 was the year to make Gap relevant again. The client had tasked us with proactively approaching them with innovative ideas that would deliver on this goal. We saw the launch of Apple’s iPad as an opportunity to connect with Gap’s millennial target using their new Gap 1969 Denim collection as the center of the conversation.

Describe the challenges and key objectives
We aimed to deliver the world’s first brand retailer app for the iPad launch since it would cement Gap as an innovative leader, increase press awareness, cause disruption, and ultimately up the brand’s ‘cool factor.’ The challenge was that iPad’s launch was 4 weeks away. We had to concept, design and develop an application on a brand new platform in half the time it usually takes just to build. Also, we wanted to create an unforgettable shopping experience but, on an unprecedented Apple platform, it was a challenge to create a memorable user experience on a market-first platform.

Describe how you arrived at the final design
There were 3 main features on the iPad that stood out for us: tactility, big screen and portability. So we designed our experience to maximise each. We used the tactile, swiping nature to mimic the store experience of shopping - as if you were swiping through racks of clothes. The big screen allowed us to show endless streams of content and romance the product and content. And the portable, relaxed nature of the product inspired us to make all the content shoppable with a single tap.

Give some indication of how successful the outcome was in the market
The 1969 Stream iPad app was well received by the media and consumers, with an average engagement of over nine minutes. Even though two other brands launched with iPad shopping apps, Gap 1969 Stream can take the honour of being the world's first brand retailer app for the iPad launch, establishing Gap as a leader in the digital retail category. Perceptions of the once waning brand changed to a more positive outlook as the blog adverblog succinctly puts it - “Gap = Cool, again."