The Gap partnered with us to help them shift the conversation about the company’s social responsibility commitments online, creating an engaging experience that would inform their stakeholders, encourage brand advocacy and attract talented employees.

In 2007, we began working with Gap Inc., the leading specialty retailer behind five of the most recognized apparel brands in the world: Gap, Banana Republic, Old Navy, Piperlime and Athleta.

Their goal was to shift the conversation about the company’s social responsibility commitments online, creating an engaging experience that would inform their stakeholders, encourage brand advocacy and attract talented employees.

Finding their voice

Credibility starts with being authentic, and that means being true to your brand personality. We conducted a brand audit to ensure that we were in tune with all five of the brands. On the new social responsibility website, we helped Gap Inc. strike the right balance between talking to the company’s consumer audience in an upbeat voice they recognized, yet respecting the serious nature of the subject matter.

 
To increase engagement with casual readers, we supplemented the hard data with magazine-style pull quotes, short videos and interactive features showing Gap Inc.’s global efforts. Using information graphics, we created a dashboard highlighting the company’s progress on key initiatives—environmental, supply chain, community and employees—giving readers a quick, at-a-glance understanding of the company’s overall efforts.

Enhancing usability and understanding

It’s a priority for Gap Inc. to tell their social responsibility story in ways that are straightforward and easy to access and understand. We completed a strategic consulting engagement to inform the structure and design of their 2013 report. Our work included benchmarking, personae development and providing recommendations for restructuring content, leveraging information graphics, adopting new technologies and introducing new design elements. Stay tuned for the next evolution in sustainability communications from this leader in the field.