We brought on writer Margaret Wappler and, with the help of Gap and the Fisher family, coordinated nearly forty original interviews with friends, family, employees, and contacts from Doris’s extensive art and philanthropy networks. Working with a seasoned photo editor, we reached out to approximately 150 sources—magazines, newspapers, libraries, museums, universities, cultural institutions, and more—in the hopes of discovering a selection of never-before-seen imagery. We also coordinated with the Fisher family to scour and scan their personal collection of photographs. Ultimately, we delivered exactly what we’d promised—a beautiful book anchored by a strong founder culture narrative that helped tether Gap Inc.’s future ambitions to its roots.
Indigo: The Untold Story of Doris Fisher
Gap Inc. asked us to help them tell the story of the company’s female co-founder, Doris Fisher—the company’s first working mom, merchant, and creative—via a stunning coffee table book. There was no existing “founder culture narrative” around Doris, and Gap preferred that she not be interviewed for the project herself. All of the existing photos of Doris in Gap’s archive had already been used extensively, so there was also a need for deep research in order to uncover fresh imagery. Though the main objective was to create a beautiful book that emphasized Doris and Gap’s foundational values, a simultaneous goal was to bolster Gap’s Doris-focused archival materials.
Going Deep on Research
Expanding Gap’s Archive
We were able to uncover dozens of new images and artifacts featuring Doris, including shots of her with artist Ellsworth Kelly, handwritten letters from people whose lives she’d impacted, newspaper clippings from decades long past, and stunning portraits that showcased her iconic style. We supplemented these with select historical imagery of the San Francisco area in the late 1960s that helped both establish a time and a place and further emphasize the significance of Doris’s accomplishments—that is, she was launching a company and juggling kids during an era when women weren’t expected in the building, let alone in the boardroom.
Preserving History
It was a unique challenge to tell Doris’s story without speaking to her directly, but readers of Indigo don’t feel this loss due to strategically placed first-person quotes from Doris that our team pulled from old transcripts, videos, and articles. These, combined with colorful anecdotes from the people who know her best, allow her voice and personality to shine through. Gap Inc. employees who may not have known Doris personally will feel like they do after reading this book. Indigo is a crucial tool for understanding her legacy and impact that preserves an essential piece of Gap’s history.
