Gant — brand strategy, positioning

Tomas led a team that helped Gant define its positioning and brand strategy. Through a process involving a series of workshops around the world, the team articulated the fundamental brand DNA of Gant — the shirtmaking company founded in New Haven, Connecticut, in 1949, now Swiss-owned and headquartered in Stockholm, Sweden

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Photos courtesy of Gant

Photos courtesy of Gant

The project focused on defining Gant’s brand foundations, clarifying what "American sportswear" really represents, and shaping how Gant’s history and key milestones should be communicated.

To revitalize Gant’s appeal, the project introduced a new sense of approachability while integrating also the brand’s European history into its brand story.

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