Although Old Navy has long stood for the democracy of style, it had not undergone a comprehensive identity refresh in over 10 years. With strong cultural resonance and a solid market position, the goal wasn’t to fix what was broken but to future-proof a beloved brand with untapped potential. We launched a holistic modernization—honoring its legacy while placing it in a contemporary context—unifying product, experience, and customer engagement under a flexible brand system. The work clarified audience mindset, sharpened brand purpose, and defined new pillars, leading to a refreshed voice, key personas, and a comprehensive visual identity including an updated logo, typography, color palette, layout, photography, graphic language, illustration, and motion principles. The result is a brand that’s more modern, expressive, inclusive, and aligned with Old Navy’s future.