ROLES & RESPONSIBILITIES:
Toolkit Expansion • Content Strategy • Layout and Design Direction • Graphic Design • Production Design
THE MOST WONDERFUL SHOES OF THE YEAR
For 2025, Vans' global team created an eccentric campaign, titled "Meet The Vans," that sported a cast of Vans icons, musicians, and athletes all mixed together for a holiday gathering that only Vans could pull off.
Because this toolkit was created by the global team, that meant certain types of content and strategies needed to be developed at a local level for specific market needs. I helped to adapt this toolkit for Vans' digital presence within the North American market, which included the US and Canada, and ensured that the campaign stayed fresh and consistent for over two months of updates across their digital presence.
Various productions for promotions, landing pages, and product listing pages for the United States and Canada.
A one-stop holiday shop
While the holidays are great, Vans wanted their homepage to stay fresh with new content drops instead of decking out every placement with campaign material. I pitched the idea of creating a specific landing page for all things holiday that would serve as an upper funnel experience for Vans' gift-minded shoppers.
Vans' 2025 holiday landing page with examples of toolkit imagery, the incorporation of seasonally agnostic content, and custom content (such as gift cards and shoe customization placements) created for the local market.
Product listing pages with toolkit inspired placements.
it's beginning to look a lot like black friday
I helped create the look and feel of Black Friday and Cyber Monday using both our global toolkit and considerations of Vans' North American stock, goals, and specific marketing plans for two weeks of sales.I concepted several layout designs for various products and deals and then created the chosen assets alongside deliverables for Canada and contingency promos.
Mobile banner heroes for various Black Friday activations for both the United States and Canada
Cyber Monday graphics on various product listing pages.
Black Friday banner hero with animated product swipe.