GAP

Role: UX Writer

The opportunity: The holidays are retail’s biggest moment—and for Gap, it was a chance to reconnect emotionally with customers around the globe. We were tasked with creating a compelling digital expression of Gap’s global holiday campaign that could drive engagement and foot traffic, all while reinforcing brand love during the most competitive shopping season of the year.

The solution: We brought Gap’s optimistic holiday spirit to life online by featuring celebrities and real people sharing iconic gift ideas wrapped in color, connection, and love. The digital experience blended vibrant visuals with smart interaction design, including:

• A responsive campaign hub showcasing “shades of love” through celebrity-styled gifts

• A thoughtful content strategy for launch and mid-season, including real-time promo support

• A/B testing of calls-to-action to optimize clicks to e-comm and in-store traffic

• Seamless integration with social to encourage shareable, heartfelt moments

The impact: The campaign captured hearts—and conversions:

• Drove a 22% lift in online engagement compared to the previous holiday season

• Boosted retail traffic by 10% during the core holiday window

• Featured celebrities (including Michael J. Fox, Rufus Wainwright, and his partner) helped generate 1B+ earned media impressions

• Campaign video content earned over 10M views, exceeding benchmarks for brand lift and emotional resonance

• Widely recognized for celebrating inclusive representations of love, resonating with a broad, modern audience

Why it matters: Love Comes In Every Shade wasn’t just a tagline—it was a message I felt personally. As someone from a non-traditional upbringing, the campaign’s portrayal of diverse love—from friendships to families to chosen bonds—hit home. It reminded me that the most powerful messages aren’t just timely—they’re timeless. And when brands make people feel seen, they don’t just win sales—they win hearts.