Old Navy Brand Programs

Four programs. One family of marks.

IFashion

The Edit

The briefOld Navy

“Create unique and meaningful iconography for brand programs, where Old Navy can scale culturally relevant moments under a recognizable customer experience.”

Fashion→ The Edit

Fandom→ The Fan Shop

Pop culture→ The Culture Club

Moments & milestones→ The Gift Shop

Social first. Built to engage shoppers online and in store.

Working with the Old Navy team, I designed the illustrations, brand marks and graphic systems for four new brand programs. Each one is built around an object people already love, made to move on social, live on the site and turn up in store, so every culturally relevant drop feels like one Old Navy.

ClientOld Navy

Year2026

My workIllustration, brand marks, graphic systems

ChannelsSocial, site, email, store

Part IFashion

The Edit

In which a pen signs its own name.

The script mark puts a stylist’s signature on trend-right edits, and a pair of cat-eye frames carries the attitude onto social, where The Edit lives first.

The Edit animation, blinking eyes behind sunglasses — I. On social

Store concept: a giant pink pen writing The Edit across a store floor — III. In store · Concept

The Edit stylist in pink cat-eye glasses holding a giant pink pen that writes a navy line across the paper — IV. Campaign · Concept

The Edit stylist lying on crumpled paper with arms raised, a tape measure and a giant pink pen beside her — V. Campaign · Concept

Part IIFandom

The Fan Shop

In which a foam finger goes all in.

The universal sign of being all in, built into a kit of starbursts, halftones and pennants so it can suit up for any team, any league and any country, from a countdown story to the homepage.

Fan Shop countdown story for social — I. On social

Homepage module: The Fan Shop, new official MLB apparel — II. Online

Store concept: an oversized foam finger sculpture in an Old Navy store — III. In store · Concept

Fans of every age in navy jerseys and denim on blue bleachers, waving red and blue foam fingers — IV. Campaign · Concept

A grandmother in a number 1 jersey and pleated skirt with a blue foam finger and a red pom-pom, face paint on her cheeks — V. The number one fan · Concept

Three fans in matching number 1 jerseys, caps and rolled denim under a giant blue foam finger on a red backdrop — VI. All number ones · Concept

Three fans in number 1 jerseys under a giant blue foam finger and red starburst in an Old Navy store — VII. In store · Concept

Part IIIPop culture

The Culture Club

In which everyone is talking about it.

The program that has to stretch the furthest, from a film collaboration to the next music moment. I explored routes from a vintage camera to a broadcast tower, each a different way of saying it’s on.

The Culture Club animation, globe broadcasting — I. On social

Homepage module with The Culture Club badge — II. Online

Store concept: a giant striped popcorn bucket branded The Culture Club under a Member Benefits cinema marquee — III. In store · Concept

Six people in Old Navy navy and denim on a red carpet under a theater marquee lit with The Culture Club mark — IV. Campaign · Concept

Two friends in denim and navy sitting inside the lens of a giant purple camera, one holding a disposable camera to her eye — V. The camera · Concept

A man in a navy suit at a vintage microphone beside a giant broadcast tower on a lilac set — VI. The broadcast tower · Concept

Part IVMoments & milestones

The Gift Shop

In which a bow steals the room.

A glossy bow and a gift tag, drawn to feel like the best present in the room. It anchors gift guides and matching family looks, from Father’s Day through the holidays.

The Gift Shop animation, sparkling gift — I. On social

Store concept: a glossy blue bow gift sculpture branded The Gift Shop — II. In store · Concept

A family in matching navy Fair Isle sweaters and denim standing inside an open gift box, with a giant blue bow and a blank tag — III. Holiday · Concept

A father and son in matching navy tees, denim shorts and white bucket hats on a blue backdrop with blue and white gifts — IV. Father’s Day · Concept

A hand in a Fair Isle sleeve holding a gift tag printed with The Gift Shop mark — V. The tag · Concept

EpilogueThe system

One Family

All four share one navy keyline, flat saturated color and a little shine. Each comes as a badge, a horizontal and a stacked lockup with its own palette, so a new moment can drop every month on a story, a homepage card, an email or a store wall without redesigning a thing.

Badge versions of The Culture Club, The Fan Shop and The Gift Shop

Homepage category cards, each flagged with a program badge — Category cards, each flagged by its program

InterludeProcess

How it was made

I move fast between drawing, collage and AI image tools, then redraw every final mark in vector so it holds up at any size. The same tools let me show each mark at store scale before anything was built.

First round: a hand holding a tag on neon — 01 First round

Collage round: a hand lifting a wrapped gift — 02 Collage

Next project2015

Marc JacobsView →