Vans

Celebrating Off The Wall.

Promotional Site for Vans Focusing on Their History.

PROJECT TYPE: Web/Interactive YEAR OF COMPLETION: 2016 DURATION: 5 weeks

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OBJECTIVE

Vans, an iconic skate shoe company, needs to constantly expand and innovate their brand to stay relevant. The main audience for this are trendy individuals, aged 16-31, who are a part of the skate culture or enjoy Vans' edgy style. Vans needed a promotional website as a way to generate interest about the history of their most popular shoes and how they connect to skate culture.

SOLUTION

This new responsive website shines light on information that the main website keeps hidden, including the history of the iconic shoes. Importance is placed on customer stories and social media. Personas were developed to help optimize the information architecture for a strong user experience. The website commemorates the Old Skool and Sk8-Hi shoe that has the iconic Vans sidestripe. The website is full of hand-drawn doodles that reference the shoe stripe and create movement. The website's styling and personality is in line with the grungy look of skateboard culture. To maintain consistency with the brand's style and core website, red, black and white from the brand were used along with textural elements.

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SITEMAP/USER FLOW

User Personas

Skater Girl Jennifer

22 years old
Student
Loves skating
Loves going to concerts
Dislikes uncomfortable shoes
Dislikes obnoxious people
Goals to graduate college
Goals to join skate competitions
User goal to learn more about things she already enjoys such as Vans

Cool Dad Ryan

36 years old
Art Director and father
Loves family outings
Loves drawing
Dislikes lazy workers
Dislikes no family time
Goals to keep traditions rooted
Goals to do great at his job
User goal to know the history of Vans to pass down to his son

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STRATEGIC OBJECTIVES

Vans seeks to generate more business through the concept of storytelling by chronicling the historical development of the brand to interest and promote repeat customers.