Launching a New Brand Positioning
CHALLENGE
Vans has always been at the heart of skate culture, but staying ahead means evolving. The brand wanted to reconnect with its core skate audience while also appealing to a broader lifestyle crowd. The challenge? To refresh Vans’ social presence, making it more authentic, engaging, and culturally relevant.
SOLUTION
We began by gathering audience insights to understand how skaters and streetwear fans perceive Vans today. By analysing competitors and trends, we identified ways for the brand to stay authentic while expanding its reach.
With ‘Always Pushing’ as Vans’ new mantra, we built a social-first strategy that balanced credibility in the skate community with storytelling that truly resonated. This wasn’t just about showcasing shoes, it was about embodying the Vans ethos.
To bring it all to life, we developed a messaging framework with clear visual guidelines, messaging themes, and storytelling strategies, ensuring a cohesive and authentic brand presence across all channels.
RESULTS
By refining Vans’ social presence, we helped the brand stay ahead while keeping its core audience engaged. With a bold, fresh, and authentic approach, Vans’ social channels now reflect the strategy we implemented, ensuring the brand remains relevant and connected with its audience.
Do you want to see other campaigns? Check them all here!
