Mapped global subcultures from Venice to Niseko to decode what identity, heritage, and sustainability meant across niche creative communities.

Led global psychographic segmentation across key markets to identify brand affinity zones and unlock regional relevance for culturally embedded capsule launches.

Positioned Vans Vault as a heritage catalyst for self-expression and cultural exploration, not just a product drop, but a passport to place and story.

Defined the strategic position of Vans Vault as a platform for cultural storytelling, reorienting brand value from product-driven to narrative-led growth.

Developed a modular identity system, custom icons, and motion cues inspired by topography, skate lines, and regional iconography.

Translated brand strategy into a flexible identity framework and motion principles, enabling localized execution while preserving global coherence.

Integrated low-impact fabrics, packaging, and retail assets that aligned the drop’s streetwear aesthetic with a regenerative mindset.

Aligned product and packaging decisions with sustainability positioning, reinforcing brand ethos and deepening resonance with eco-conscious consumers.

From street-level teasers to launch kits, created an immersive rollout that transformed drop culture into a movement felt across cities.

Architected the go-to-market strategy to drive emotional resonance, community activation, and earned media lift across global style and subcultural markets.