Mario Ortiz | Creative Director

Gap

Create Tomorrow. Deliver Today.

Company brand vision re-launch

TwitchCon celebrated its 10th Anniversary

Insight

For over 50 years, Gap has been a leader in American style. Founded in 1969 in San Francisco, the brand built its name on modern essentials, denim, and casual wear designed for everyday life. But to stay relevant, Gap needed to re-establish its place in the industry: a clearer point of view, a stronger connection to customers, and real alignment across products and teams worldwide.

Idea

As part of the Gap Brand Refresh Leadership team, I helped redefine the brand's mission statement, create new brand tenets, and establish product filters to ensure every product reflected the updated vision.

To launch the transformation, Gap took over the Mirage event center in Las Vegas for a week-long leadership conference, Create Tomorrow. Deliver Today., bringing together more than 4,000 global leaders. The event introduced the refreshed brand direction to product designers, debuted a new partnership with Ellen DeGeneres, and launched a youth campaign.

Role

I owned the entire experiential journey — from a leader's first touchpoint to the closing survey — conceptualizing the event end-to-end alongside production partners, venue staff, executive leadership, and vendors. Every piece of marketing was designed to work double duty: for the Las Vegas event itself, and for a global road show that followed across the United States, Japan, Europe, and China.

role

Impact

The refresh gave Gap a unified foundation to reconnect with customers and align teams across the world. That momentum didn't stop at the event — it carried into corporate culture, with global offices and back-of-house store areas rebranded to reflect the new direction. San Francisco and New York headquarters were among the first to showcase the transformation, reinforcing a consistent brand voice for employees and customers alike. 4,000+global leaders at the launch event. 4 regions on the global road show — US, Japan, Europe, China and 50+ years of brand heritage carried forward.

Impact