Vans Project — ashleyaceves.info

_{Ashley Aceves

Graphic Designer}

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VANS

Brand Identity + Print + Illustration + Advertisement

Vans focuses on supporting the outdoors through its footwear and apparel. Inspired by Vans’ creativity and passion, I focused on the diverse community, vibrancy, and authenticity.

The fast-paced movers inspired the logo. The ends of skateboard, snowboard, and skate ramps also encourage the movement of walking. The logo was made with a block print, which was hand-carved and then scanned to keep the authenticity of hand-crafted work and imperfections.

The muted colors throughout the imagery-based wheatpaste posters are inspired by skater culture fashion. The imagery style is cropped to highlight what the people are doing in their vans to better cater to diversity. Vans are for everyone, regardless of background, gender, or sexuality.

Advertisement is shown to be in unconventional places like bus stops, on concrete, and even alleyways to better advertise to the skaters, bikers, and
walkers of Vans.

Social Media

Handmade illustrated gif made to showcase the hypothetical Vans Logo.

Vans encourages creativity, connection, and diversity. Through this idea, Vans can install public murals that enable their attributes. A public mural allows the neighborhood to connect, meet their diverse community, and be creative by coloring in the last shoe together. This creates a core memory for the community around them as they are now connected to the brand. A public mural adds value to the culture, aesthetic, and community. Having a mural adds community identity, brings pride and belonging, and enhances the quality of life for its residents and visitors.

This hypothetical rebrand on Vans has taught and challeneged me to better connect with the audience through research, handcrafted item, community based projects, and through being authentic. The hypothetical rebrand encompasses these items and has made me a better designer as I now carry the audience in the for front while I design.