OTW by Vans, Creative Direction and Website Design
Year: 2024
Client: Vans
Role: Creative Director
Collaborators: Nico Giannulli-Chavez, Mira Mednik
With the sunsetting of Vans Vault in 2023, Vans relaunched its premium product offering under the new OTW banner. OTW repositioned this line as a DTC business, requiring a standalone web experience tailored to high-fashion consumers. As creative director, I served as the liaison between the brand, UX design teams, and technical product teams, ensuring the experience met consumer expectations while adhering to the company-wide design system I had developed with our UX team the year prior.
OTW featured a mobile-first drawer navigation design which was later adopted on Vans dot com.
A research-backed audit and redesign of filtering fuctionality streamlined the shopping experience for users.
Single page checkout allowed for speedy shopping for high heat product launches.
The launch of OTW coincided with a event at Paris Fashion Week led by Ian Ginoza, Ben Kaplan, and Ako Jeffereson