Old Navy Summer Campaign
For this project I was asked to develop a way of translating Old Navy’s summer concept into window props, graphics, and an experiential component for the PR showroom.
Since the summer concept was rooted in the ‘nostalgia vibe of the summer that never ends’, the experience team I am apart of decided to create a summer playlist. For this aspect of the experience, we actually created a summer playlist we played in the stores. Customers could catch a snippet of the playlist and find it on Spotify. We also re-purposed tape cassette holders as gift cardholders.
The graphics portion came from a playful nod to the brand’s stripes and dots. The idea was to turn the typography into a function of the dots following a path along the stripes to make letterforms. You can see this exemplified in the wall graphics as well as the “SUMMER” type treatment.
The idea of the dot following along a stripe line carried over into my treatment for the window props. I decided to do layered, curvilinear shapes to be reminiscent of the dot following along a wavy line to bring in an element of water for summer.