I was tasked to create a universal card design and a program name for the Gap Inc. Visa Signature. Since there wasn't an existing look that represented all 4 brands, I proposed an umbrella brand strategy. A new brand, new look and feel that would be used represent all 4 Gap brands. The customers targeted are existing high-value Gap cardmembers that want the status of cards like The Platinum Card from American Express and Chase Sapphire Reserve.
Inspired by nature, wood and porcelain textures are used to create a look that feels premium and sophisticated. Each card design has its own symbol—owl, home, and deer which represents wisdom, foundation, and longevity.