Lead Design and Art Direction
In my role as Art Director and Lead Designer, I took on the challenge of rebranding Old Navy's active marketplace, with the aim of establishing a more credible and competitive presence in the affordable athletic market. Through close collaboration with cross-functional stakeholders, I drove the strategic development of a unified identity and immersive in-store and packaging campaign, which merged the men's, women's, and kids' sub-brands under the Active by Old Navy umbrella. Drawing on my branding and design expertise, I created a distinctive logo and icon library that showcased the unique technical features of each product, firmly encapsulating the new brand's vision.
I also introduced a premium active system featuring high-performance compression gear and developed an accompanying identity. I crafted a tagline "always moving" that resonated with Old Navy's customer base, reflecting their active lifestyle aspirations. As a result of my efforts, Old Navy's active marketplace enjoyed a significant increase in customer engagement and a surge in sales, firmly positioning it amongst the elite players in the affordable athletic clothing and accessories industry.
See Old Navy Active Branding for Packaging
Awards:
INHOWSE design award for outstanding design achievement from How Design Magazine in 2012.
