Vans Family
Challenge
Vans needed to significantly scale its existing loyalty program (starting at 16 million members) and deepen consumer loyalty. The core challenge was redesigning the program's entire digital experience, visual identity, and value proposition to transition it from a basic points system into an essential, high-value membership that offered true exclusivity, early access, and unique rewards.
Approach
We strategically elevated the program, positioning it as the essential digital connection to the Vans brand. Our approach involved a complete visual and structural overhaul:
Core Identity Design: Developed the new logo and comprehensive iconography to clearly communicate tiered rewards and benefits.
Art Direction & UX: Established a fresh, digital-first art direction and led the design of the landing page to ensure a seamless, high-conversion enrollment and reward redemption user journey.
My Role: I led the design and visual execution, ensuring all digital assets, from the art direction to the landing page UX, were cohesive and communicated the clear value of membership.
Outcome
The strategic redesign successfully scaled the program's reach and impact. Membership grew from 16 million to 24 million members, solidifying the Vans Family program as a crucial driver of brand engagement and revenue. The new visual identity provided a cohesive framework for all future exclusive content and reward rollouts.
Role // Lead Designer, Art Direction & UX/UI
ACD // Shawn Knight
Vans Family
Exclusive Products
Vans Famuary
Vans Famuary was an annual, week-long digital campaign designed to reward loyalty and drive engagement by offering daily, limited-run prizes and exclusive products on a first-come, first-served basis. The campaign leveraged the loyalty program, where members earned entries based on their existing points balance, directly incentivizing product purchases.
My Role: I collaborated with the ACD to conceptualize and execute the new campaign identity each year, defining the fresh look, feel, and creative direction. This involved developing dynamic visual assets and digital executions to maintain high energy and urgency throughout the week, ultimately driving significant daily traffic and rewarding top-tier loyalty.
Vans Family Days
As the Lead Digital Designer, I partnered with our Art Director to bring the Vans Family Days campaign to life. We created a high-energy digital experience designed to deepen consumer loyalty through exclusive giveaways and a revamped rewards system. My focus was on translating the brand's iconic "Off The Wall" aesthetic into a seamless digital journey where members could earn points, unlock products, and engage with the community.
