Catherine Weis (weiscreative.com) Visual and Graphic Designer of Print, Web, Strategy and Innovation in Oakland, CA the Bay Area.
Active: by Old Navy
When Old Navy wanted to become a more credible player in the active marketplace, I set out to direct and design an identity and in-store presence that would compete. Working closely with merchants and product designers to determine their needs, I designed a logo and in-store/packaging campaign that combined the men’s, women’s and kids’ sub-brands into one unifying identity: Active by Old Navy. An icon library was created to highlight each product’s technical attributes. An identity was also created for the premium active system, which introduced performance and compression gear. The tagline “always moving” is purposefully aspirational and speaks to the customer base that is Old Navy.
INHOWSE design award for outstanding design achievement from How Design Magazine in 2012.