Project indy at gap
The Challenge:
When Gap launched IndigoX, a massive AI-driven supply chain overhaul, the project needed a mascot to keep the rollout feeling human and approachable.
The Strategy & Execution:
I introduced "Indy 1.0" to inject some personality into the rollout. It immediately disrupted the usual internal comms flow and drove a 20% increase in newsletter engagement. However, the initial design faced strong negative feedback from program leaders, who reported that field employees found the character off-brand and "cringe."
To fix this and keep the engagement high, I designed three new concepts using AI and hands-on art direction. I surveyed the 50-person core project team to gather their feedback.
I created Indy 2.0, building AI prompts to incorporate survey feedback into the final design.
From there, I turned a single character into a full design system. I built out assets for intranet banners, chat emojis, email newsletter headers, and physical mockups for die-cut stickers and desk plushies.
The Result:
This rapid, data-driven iteration turned a controversial experiment into a polished, crave-able program asset. The new design won over internal leadership immediately, and the Learning and Development team loved the character so much they anchored a new training course around Indy 2.0.