Vans Surf Rebrand
︎ vans.com/surf
Lead the creation and development of Vans Surf’s new positioning: Cultural progression through radical experimentation. The concept behind it is, surfing progresses through experimentation. The constant process of trial and error surfers go through to make surfing better for them. From tinkering with their boards and equipment to perfecting their style on and off the board. Vans wants to take big, radical swings to keep progressing surfing.
This new positioning work led to a new anthem campaign, Vans first-ever surf booties, a completely new, never-been-done before boardshort closure system, a classic Slip-On made for the beach, a number of athlete directed films, and Weird Waves, a Vans original content series.
This work also led to a double digit increase in sales year over year and continues to fuel the way Vans Surf makes product, marketing, and content.
This new positioning work led to a new anthem campaign, Vans first-ever surf booties, a completely new, never-been-done before boardshort closure system, a classic Slip-On made for the beach, a number of athlete directed films, and Weird Waves, a Vans original content series.
This work also led to a double digit increase in sales year over year and continues to fuel the way Vans Surf makes product, marketing, and content.
Anthem Campaign
Product - Products developed from this positioning
Athlete Directed Films
Weird Waves - Original content series created by Dylan Graves
This was one of the most fun and interesting challenges I’ve ever gotten to take part in. Thank you Vans Surf and the entire Vans family for allowing me this opportunity. Special thanks to Jamie Rielly, Erwin Federizo, Liam Cassidy, Ryan Stephens and Sebastian Kinecke for the incredible ideas, art and design.