Vans Dot Com Redesign

Year: 2023
Client: Vans
Role: Creative Director
Collaborators: Rob Teague, Kara Pletcher, Heather Kraft

In the spring of 2023 my team was tasked with re-envisioning how Vans showed up in their ecommerce experience. As the creative director on this project I worked closely with the Vans executive and creative leadership teams to understand their goals. My team conducted stakeholder interviews and ran competitive analyses to determine what the brand needed and how we could best modernize their user interface and experience to better align with contemporary web design trends while amplifying Vans' unique brand voice.

We started from the ground up, using atomic methodologies to overhaul the front end. This included major updates to the typographic system, color palette, and calls to action. From there we laddered up the new styles into product listing and product detail pages as well as the CMS components and used a reductive approach to declutter the experience. We worked closely with the Vans analytics team to qualify our design decisions and tested our work with our internal research team. The redesign launched just before holiday 2023 and elevated the user experience with a thoughtful and minimalistic design approach.

Vans Design System

Jim Leonard

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