For Vanlife Outfitters, I led brand strategy and creative direction to evolve the brand’s visual language and digital experience as it scaled within the outdoor and lifestyle space. Through research into the vanlife community, customer behavior, and paid insights, I clarified the brand’s positioning while preserving its adventurous, functional spirit. I translated these insights into a cohesive brand system spanning visual identity, messaging, and eCommerce, aligning product storytelling across the site and digital touchpoints.

Partnering closely with internal teams and collaborators, I ensured strategy and execution stayed aligned from concept through launch, resulting in a more cohesive, scalable brand presence that strengthened recognition, improved the shopping experience, and supported continued growth.