Vans Marketing Campaign
Marketing Campaign | Product Design
Overview.
This marketing campaign was created for the fashion and lifestyle clothing company, VANS.
Their branding is extremely consistent; they are constantly expressing wanting to inspire people to get outside or to pursue their personal passions.
VANS emphasizes their message of expressing individuality and being your most authentic self. The photography on their website shows people being active, mostly skateboarding, and some group photos that show people hanging out together, which demonstrates a sense of community and connection to others.
Overview.
Gen Z's and Millennials care about where their money goes, in terms of which brands they want to support.
The audience of VANS are people who enjoy wearing comfortable and trendy threads, that support creativity and individuality.
Project Objective.
This project entails designing a series of marketing pieces for an existing brand. The marketing campaign focuses on communicating a strong message, the use of a tag-line, integrated typography, brand consistency, and legibility.
The content supports the campaign in a visually engaging and meaningful way. It also entices consumers to learn more and support the cause through a practical means.
Personal Objectives.
In this project I was given the opportunity to understand more about marketing and engaging with a specific audience. I wanted to create a visual identity that was cohesive and vibrant, and that appealed to their existing audience as well as people looking to support community involvement and get active.
VANS is known for their checkerboard pattern, and their foundation is also called the Checkerboard Fund, so the integration of the pattern was important to support the visual unification.
Software.
+ Illustrator
+ Photoshop
+ After Effects
Deliverables.
+ Digital marketing (Instagram carousel & YouTube Bumper ad)
+ Print marketing (Billboards & Magazine)
+ Promo items (Caps & Hoodies)
Research & Inspo.
For this project, it was necessary to understand the function and process of a marketing campaign. Understanding the audience gave shape to the how, where, what, and why. Looking into existing forms of VANS marketing informed the final deliverables, which were inspired by the well-known checkerboard pattern that they implement into their identity and products. The goal with the products was to excite and entice existing and new VANS consumers, as well as those looking to engage more with their community.
Result.
The final outcome of this project included marketing materials that allowed the campaign to be fully fleshed out. The repetitive integration of the checkerboard pattern provided a unified identity, while allowing for some variation with the colour palette.
The products are targeted toward VANS consumers, as well as those looking to support their community and a powerful cause. The components of the campaign allow for great reach and information to make the message known, supported by cohesive visual branding.
