Vans UltraRange

Challenge
Vans needed to position the UltraRange as the ultimate transition shoe for the active coastal lifestyle. The goal was to show consumers that this wasn't just another sneaker, but a versatile tool designed specifically for the journey to the beach. We needed to highlight its technical benefits—specifically the superior traction for uneven terrain and a breathable, light upper that could handle getting wet—without losing the classic Vans aesthetic.

Approach
As the Art Director and Lead Digital Designer, I oversaw the end-to-end creative process to bring this "path to the beach" narrative to life. I directed the visual storytelling to focus on the shoe’s utility in outdoor environments, ensuring the photography and digital assets felt rugged yet approachable. My role involved leading the design for all digital-first assets, including high-impact email campaigns, social media storytelling, and e-commerce content that prioritized a cohesive and intuitive user experience. I worked closely with cross-functional partners to ensure the technical features of the UltraRange were clearly communicated while maintaining the brand's energetic visual language.

Outcome
The campaign successfully drove engagement across our digital platforms and contributed to the growth of the UltraRange category within North America. By creating a clear, strategically aligned visual system, we established the shoe as a must-have for the brand's core demographic, resulting in high engagement and positive revenue growth for the season

Role // Lead Designer & Art Director
ACD // Christine Weber