House of Vans
A cool, playful, and engaging anniversary book for a pioneering marketing initiative that built a home for “the creativity that moves us.”
The leading footwear and apparel company Vans created a trailblazing marketing initiative called the House of Vans—venues where guests could come to take part in concerts, workshops, skateparks, and more, all for free. To mark the tenth anniversary of House of Vans, the company wanted a special book that would be coveted by a diverse audience comprising brand ambassadors, everyday customers, and internal staff.
OFF THE WALL
“Off The Wall” is Vans’s catchphrase, so for the cover we created an intricate debossing pattern and deployed a rarely used gritty varnish finish so that it looked and felt like a real brick wall.
OBJECTS FROM THE HOUSE OF VANS
Scattered throughout the book, removable inserts help bring the House of Vans experience into the reader’s world. Flip through the pages and you’ll find everything from a wolf mask and a sticker sheet to a cartoon stencil and a make-your-own-shoe origami piece.
20 DIY WORKSHOPS
The art of graffiti, making skateboards from scratch, and more are skills taught by experts at House of Vans, but we wanted to share them with readers. The book’s workshop spreads replicate these quintessential House of Vans experiences with step-by-step instructions and photos to empower the reader’s inner maker.
Inspired by the homemade zines that embodied ’90s counterculture, we developed a common graphic language based on visual “noise” to weave together disparate House of Vans experiences from many continents.
We art-directed an illustrator to add comic-book-style character vignettes throughout the book, another element that gives continuity as well as enhancing the feel of overflowing creativity and whimsy.
LAYERED, SCRAPBOOK LOOK
We scoured the archives of over 50 photographers who shot at House of Vans locations around the world in order to create a jam-packed visual experience. The result was a layered, scrapbook style of storytelling that pays homage to the House of Vans vintage brand aesthetic.