Process Statement

2022 marks the 30th Anniversary of the Van's Half Cab, and there wasn't a lot of marketing or branding pushed out to tell people about it. My idea was to create promotional posters, shirts, limited edition shoes, and promotional shoe box packaging that Vans could use to promote this fantastic shoe. The Vans Half Cab is a style of shoe that legendary skateboarder Steve Caballero created in 1992. The shoe was made because Steve saw the need and the want for skaters to have a lower profile shoe that protects the rider's ankle. These shoes were designed for skateboarders by a skateboarder. That's why it's so important for Vans to emphasize this part of the company's history. For the branding, I took and created a sticker set to go with the images and added dragon elements. The dragon is Steve Caballero's spirit animal and I wanted to incorporate that into the anniversary of his shoe.