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vans

creative vision

revitalizing vans’ risk-taking roots

as vans achieved greater commercial success, they were in danger of losing their integrity as a counter-cultural dynamo. This project helped them engineer a long-term strategy for finding balance between being punk and being successful by building experimentation into everything they do

SCOPE OF WORK

Work with senior creative leadership to define an inspirational creative vision that:

  • Connects the brands’ heritage to a narrative for future creative growth

  • Aligns creative disciplines (Design, Marketing, Retail, Digital) under a shared “North Star” vision

  • Provides specific, actionable tools for creating product, communications, environments, and experiences

  • Builds towards a longer-term transformation of Vans’ creative culture

PROJECT ACTIVITIES

  • Brand / business audit

  • Stakeholder interviews

  • Co-creative workshops

  • Vision setting + activation

  • Creative toolkit development

KEY INSIGHT

Vans was founded with a spirit of creative disruption, which was eroding as it achieved greater business success. Unlocking this heritage of fearless experimentation has empowered creatives to bring the brand DNA to life through re-invigorated Product Design, Marketing, and Retail Experiences.

OUTCOMEs

  1. A Creative Vision that connects the dots between creative experimentation, material innovation, and business success, empowering creative leaders with brand-driven rationale for taking creative risks.

  2. Specific, action-oriented Creative Principles & Tools that provide a detailed roadmap for success in Product, Marketing, Retail, and Digital deliverables.

  3. A revitalized creative briefing process that balances business needs with mandates for disruption.

  4. A product line strategy that requires regular creative experimentation.

  5. A communications strategy that brings Vans’ creative experiments to life in MarCom and at retail.

  6. A global strategy for regional alignment and differentiation of Vans’ creative brand expressions in NORA, EMEA, and APAC.