A modern relaunch campaign reintroducing a cultural icon with a fresh creative system built for today’s screens, shopping behaviors, and streetwear influence.
Creative Lead — Art Direction | Video Direction | UX Layout | Social Creative
Von Dutch didn’t need to start over, it needed relevancy. Once considered rebellious and bold, the brand had lost visibility in new audiences and digital-first spaces. Our campaign reintroduced Von Dutch with a redefined tone—confident, youthful, and visually charged.
Campaign Scope A full multi-platform roll out combining photography, mobile-first UX, retail activation, and paid placements.
Objective Reposition Von Dutch to appeal to modern street wear consumers and increase relevance across digital retail.
The photography leaned into industrial settings, and high-contrast lighting to restore grit while introducing aspirational styling. Each shot was composed to feel bold and authentic, with close-up product emphasis paired with lifestyle expression.
The tone was built around: Edge without aggressiveness | Confidence over nostalgia | Visual storytelling
This identity system combined iconic Von Dutch cues with modern digital typography to align the brand with today’s streetwear landscape. The palette, type hierarchy, and tagline were designed to scale across physical environments, mobile UX, and paid channels.
The digital experience centered on product discovery and editorial identity.
The goal was to make every scroll feel like flipping through a fast-paced fashion zine—ending with direct purchasing behavior.
A campaign driven landing experience leading directly into products.
A campaign driven landing experience leading directly into products.
A campaign driven landing experience leading directly into products.
A campaign driven landing experience leading directly into products.
Since the brand is consumed primarily on mobile, layouts were optimized for:
vertical-first storytelling | scroll-based product browsing | hero blocks featuring campaign visuals
We extended the creative direction into social formats after it was filmed in landscape, designed for immediate audience engagement.
Social creative was designed for quick consumption, with variations for story, reel,
and carousel placements.
Campaign visuals extended into real-world touchpoints including:
Designed to reinforce recognition where movement and discovery happen.
Built as layered storytelling part nostalgia, part new identity.
Designed as an in-store experience concept for Macy’s flagships and high-visibility
retail floors.
Campaign Imagery | PDP Experience | Point-of-purchase decision making
This campaign solidified a renewed tone for Von Dutch. One rooted in rebellion, identity, and style, while adapted to today’s digital shopping behaviors. The campaign unified photography, identity, UX design, social storytelling, and OOH placements into a single, cohesive relaunch moment built to scale.
