Challenge
Vans needed to introduce a fresh lineup of new products for the Fall season, transitioning the brand’s visual narrative from summer energy to a more rugged, seasonal aesthetic. The challenge was to create a digital-first campaign that could cut through the noise of a crowded seasonal market while maintaining the brand's core identity of authenticity and self-expression.

Approach
As the Lead Digital Designer, I headed the art direction and end-to-end creative process for the Fall digital go-to-market strategy. I focused on creating high-quality, strategically aligned assets that celebrated seasonal textures and lifestyle utility. This involved collaborating closely with UX designers and web developers to build a cohesive user experience across our most impactful channels, including targeted email marketing, social media assets, and dynamic e-commerce banners.

Outcome
The campaign delivered a seamless and intuitive shopping experience that resonated with customers across North America. By ensuring visual consistency across all touchpoints, the Fall launch contributed to net positive revenue growth and further deepened engagement within the Vans Family community..

Role // Digital Designer & Associate Art Director
ACD // Christine Weber