GAP · Solo project
Situational Analysis
An audit of GAP’s brand context, public perception, and competitive pressures.
Project overview
A BYU-Idaho project assessing GAP’s communication and brand environment through an internal audit, public-perception review, external factors, and SWOT analysis.
The challenge
The analysis considered how a familiar brand can preserve its identity while responding to changing shopping habits, competition, and expectations around digital experiences and sustainability.
Strategy & execution
I organized secondary research into an internal audit and reviews of positive, negative, and mixed public perceptions. I then summarized external factors and strategic considerations in a SWOT framework.
Selected deliverables
- Client background and brand context
- Internal assets and gaps audit
- Public-perception summary
- External factors review
- SWOT analysis
Results & context
The project is an analysis, not a campaign. It documents the brand context and opportunities for further strategic work.
