Vans Elevate

2024-2025

Vans were in the process of transforming how they implemented their branding strategy and design in their dotcom space. They sought The Program's expertise to enhance their site with authentic brand storytelling that resonates with the evolving shopping values of free spirited Gen-Z shoppers. Our team, a blend of dedicated professionals in design, writing, and project management, was unwavering in our commitment to ensure the successful launch of their site by early March 2025.

My role in the team was to spearhead strategy, execution, and organization, culminating in successfully delivering an elevated shopping experience that mirrors the brand's values and voice to its shoppers.

I was a key player in creating five distinct personas that consolidate Vans' primary shoppers and include realistic personalities to make them more human, including their background, values, wardrobe styles, and other competitors they purchase from.

These personas directly informed our strategic approach to crucial dot-com moments, allowing us to anticipate and address the diverse needs of shoppers like Victoria, who seeks the latest trends, and Jake, who values emotional connections with brands.

Strengthening their personas through a human-centered lens

Where teamwork reigns supreme

Most of our work entailed close collaboration with several departments in Vans to curate page-by-page mockups within Figma. This process was new and unknown for most teammates, so it was extra fulfilling to co-create a workspace that accommodated the variety of roles, work styles, and program knowledge. Throughout the stages of organization and changes in the workspace, I ensured that the essential assets were optimized and expedited to ensure fast exporting time.

The open and collaborative Figma space, paired with the knowledge and expertise in the programs' capabilities and limitations, allowed a steady workstream that allowed the work to get approved and delivered on time.

Setting the team up for success

For the site launch, I assisted in delivering over 3,000 unique assets, complete with alt text and organized folder structures, alongside strategic outlines for over 20 pages. Following the successful launch, I led the effort to document our process, creating a comprehensive toolkit that detailed every key touchpoint and tool. This toolkit streamlined future internal processes and established a benchmark for documentation across internal and external teams.