Client: Gap Inc.
Role: Art Director / Designer (Branding, Digital)
Agency: Rauxa
Gap Inc. wanted to create the first cross-brand credit card to use across four brands—Gap, Banana Republic, Old Navy, and Athleta. The client wanted something that would communicate status and sophistication, but they didn’t want any one brand to take the spotlight.
Brand Strategy
I was tasked to create a universal card design and a program name for the Gap Inc. Visa Signature card. 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.
Design
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 which represents wisdom, , home for foundation, and deer for longevity.
What's the meaning behind the name?
ESSENTIA–noun, es·sen·tia. 1) essence, 2) the individual, real, or ultimate nature of a thing, 3) one that possesses or exhibits a quality in abundance as if in concentrated form.
This builds off the idea that Gap brands provide all the fashion essentials—including casual, seasonal trends, workout apparel, timeless classics, and formal attire. The Essentia card is for the person that embraces all types of fashion. And it's the essential card for everyday spending.
In Apple Wallet
We designed the physical card to be vertical to give it a distinctive look, but we also made sure we had a horizontal card design for Apple’s Wallet app. It’s a small detail, but good design is in the details.
