To help The Gap regain relevance with teenagers, I devised and branded a Gap-sponsored Morp. Morp ("prom" spelled backwards) is a pure creation of the Internet generation. A rejection of the traditional trappings of prom, Morps are typically thrown by high schoolers who want a more inclusive environment than prom traditionally provides, ditching the tuxes, corsages, and formalities. Just as Morp reverses the traditional expectations of prom, the branding of Gap's Morp flips the normal expectations of branded event content on its head. From its demented take on the ubiquitous online "Prom Makeup Tutorials" to its intentionally broken-looking site, to its glitchy Tumblr-style social media presence, Morp takes an irreverent swipe at the conventional.