An open letter to our neighbors at Gap
by Siegel Gale
Siegel+Gale sent the letter below to an executive at Gap's New York offices. The
banner in the photo above was placed in Siegel+Gale's front windows, which face
A quick hello from your neighbors across the street. We know that today is your last day in the hood, but before you go, we need to talk.
I work in brand strategy at Siegel+Gale—a global strategic branding firm—and here on 18th Street and 6th Avenue we share an appreciation for grand, post-industrial workspaces and for your brand. My company consists of highly imaginative strategists and designers, and we'rere reaching out to you in this direct and relatively unconventional way, because we have strong feelings about the new Gap logo.
Strategically and creatively, this is a misstep for the brand.
We've been talking about this non-stop for the last 48 hours, and have ideas on how to course-correct in a way that will garner positive attention and gain credibility and respect for the brand. Gap is an important and amazing cultural icon, and in recent years that equity has been eroding away. Seasons and trends come and go, but brands endure, and we'd like to share our thoughts on how to help Gap shine.
Can we take you to coffee at City Bakery today, or meet you downtown next week?