Fast fashion as trusted tailor.

The Gap launched new brand, Forth & Towne, as a way of capturing the fashion dollars of women who had outgrown the younger looks prevalent in their own stores - Old Navy, Banana Republic, and The Gap - as well as the competition’s. Emphasizing fit and classic style over trendy cuts, Forth & Towne aimed to provide a stylish alternative to department stores for women over 35.

Working with their subtle identity, The Apt injected whimsy and warmth into the no nonsense branding through playful copy, and graphics inspired by classic fashion textures and home materials. The targeted marketing pieces were used to introduce the brand to consumers, and guide them through the new store experience.