Vans Holiday 2025

The Program • Marketing Design, Production Design

MY ROLE

Designer

TEAM

Art Direction Ian Dalton; Designers Chris Barnes, Brenda Ortiz

TIMELINE

Nov - Dec 2025

OVERVIEW

For their 2025 Holiday season, Vans created a playful and eccentric campaign called Meet The Vans. I was in charge of expanding and applying their global toolkit to North American Retention channels.

Meet The Vans Launch

A Merry Vans Holiday

The Meet The Vans campaign consisted of Vans ambassadors in music, sport, and fashion coming together to celebrate a slightly off-the-wall holiday. Design elements such as plaid patterns, paper clips, and gift card tags were included alongside the photoshoot assets.

As we started to plan our sends for the holiday season, our first goal was adapting the global playbook for North American retention and dotcom channels. All designers came together to create a version of the playbook that would meet our specific needs.

Moment of the Season: Black Friday & Cyber Monday

BFCM is the most important moment of the year for E-commerce, and as a result we planned a huge volume of sends. The global playbook had a few examples of Retention assets; we needed to scale on a massive level. We also had to prioritize staying brandright, business goals, and North American product stock. We had to be fast and flexible.

Throughout November and December, I found a multitude of ways to incorporate seasonally agnostic content with toolkit imagery that would prevent consumer holiday fatigue; this was vital as our total number of sends across email, paid social, and google ads for Black Friday/Cyber Monday alone would almost exceed 150.

Shop By Price

Shop By Shoe Size

Gift Guide

I created several reusable modules that could be mixed and matched throughout sends. Images and products could be easily swapped out, maximizing our responsiveness to client requests.

I also designed several sets of paid social media assets. I worked with designers on Vans Dotcom to ensure our Black Friday sends were synchronous.

Santa’s Workshop

With the huge number of assets we needed to deliver, it was imperative that we stayed organized. I worked in phases; I would be delivering Black Friday assets for authoring while simultaneously working on Cyber Monday wireframes. Agility and flexibility was crucial during the two weeks of production. I often had to action on feedback immediately, and created many assets for contingency cases. I used a holistic view to keep track of the many moving parts.