Season: Winter ’15 and ongoing

Objective: Capitalize on active wear as a relevant fashion sense. However, beyond just overall comfort, establish product credibility that can match known performance brands but at unbeatable prices.

Approach: Feature photography that sets itself apart from Old Navy fashion – in sense turning the activewear into it’s own sub-brand. Use large impactful images and close crops that can properly show the product features. Fine tune a voice that is direct to the product. Piece all these elements into a splash page that can feature the biggest and newest innovations in Old Navy Active.