sam fago design

s*f*d

fjallraven x vans backpack pattern

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brand campaign

coursework. 2026

illustrator, indesign, photoshop, procreate

research

> Patterns that represent the diverse and bustling world of skating are not afraid of overlapping and exuding chaos. The sport itself is propelled by risk-taking and experimentation, which is reflected through use of bright contrasting colors and expressive spray paint textures. To showcase the collaboration of the brands, having the Vans logo and/or checkerboard pattern, red black and white to clearly communicate the eye-catching street-style of the shoe company.

sketches

> Both companies' imagery is instantly recognizable, and the sketching phase explored how they could intersect to form a greater pattern system. Early concepts included: sharpie tagging, checkerboards, foxes and insects on skateboards, and spray painted doodles. In terms of rhythm, many of these thumbnails were conservative with the overlapping of elements, and many stated they would be more successful if looser and more chaotic.

comps

> Further developing two sets of three sketches into two distinct concepts quickly revealed the final direction of the project. Though the “forest skate” version uses a beautiful color palette with natural imagery, the classic VANS and Fjällräven look and feel of the classic doodle red version stood out the most to focus groups and peers.

forest skate