Fueling Culture and Purpose at Gap Inc.
A house of iconic brands. A shared reason to believe.
Gap Inc.
Purpose articulation Leadership alignment
Culture & storytelling
When Richard Dickson took the helm at Gap Inc., the challenge wasn't strategy — it was belief. Conspiracy of Love worked with his leadership team to find and name an authentic purpose strong enough to rally a house of iconic American brands around, turning a turnaround plan into a story the entire culture could get behind.
We bridge gaps to create a better world.
We worked with the leadership team to articulate the company’s purpose as We bridge gaps to create a better world, and helped craft the story to bring it to life across its house of brands.
Belief becomes momentum.
Since partnering with Conspiracy of Love to define its purpose, Gap Inc. has reported eight consecutive quarters of positive comparable sales and market share gains across all four of its brands — momentum CEO Richard Dickson has credited directly to the cultural and strategic clarity the work created. In 2025, Gap Inc. was named one of TIME100's most influential companies in the world.
"Conspiracy of Love led a pivotal process for Gap Inc., that we are now leveraging to energize our culture and inspire even greater impact through our house of iconic American brands."
— Richard Dickson, CEO, Gap Inc.