Gap Inc.

Activating leadership
at every level of an

After launching the Gap Inc. internal brand, the next step was to develop the first cross-organizational campaign. It started with Great Boss, a program aimed at empowering employees to hone and embrace leadership competencies.

To ensure each organization deployed cohesive and consistent communications, we created a program style guide, complete with voice and tone guidelines and editorial examples.

To launch the Great Boss campaign, we created a suite of customizable assets, allowing communications teams at each Gap Inc. business to highlight their own key messages on leadership, people management and teamwork.

Gap campaign on mobile
Office view of Gap campaign