As Associate Art Director, Juli Shore led concept development beginning with packaging and extending into supporting brand campaigns across the Gap portfolio. Founded in San Francisco in 1969, Gap built its identity around modern American essentials with a strong connection to youth culture and generational appeal. Music has long played a role in shaping that identity—bringing energy, accessibility, and emotional resonance to a brand defined by simple, timeless products. The task was to create packaging that supported clear brand segmentation across Baby Gap, Gap Kids, Gap Body and Adult while reinforcing Gap’s denim heritage and broad family audience.
Packaging concepts used bold color, strong logo presence, and clear graphic structure to create visual impact and consistency across categories. Denim anchored the narrative as a core brand pillar, while variations in layout and scale distinguished age groups and lifestyle sub-lines. Subtle cues of movement and rhythm in composition echoed Gap’s cultural connection to music without becoming literal. The design approach scaled beyond packaging into additional brand materials, maintaining clarity and cohesion across touchpoints. The result was a flexible system that strengthened brand recognition, supported portfolio segmentation, and reflected Gap’s enduring role in everyday American style.
