The Role:

For Complex Canada, Zach led the creative direction for a feature spotlighting In Vintage We Trust—at a pivotal moment in its evolution: the launch of its online storefront.

The initiative extended beyond editorial, serving as a rollout campaign designed to introduce IVWT’s digital presence while preserving the brand’s stripped-back, no-frills ethos. Zach translated this identity into a digital-first storytelling approach, ensuring the experience felt as authentic online as it did in-store. The narrative centered on the founders and their small-business perspective, grounding the campaign in community, culture, and lived experience.

Acting as Creative Lead and Art Director, Zach directed a lean media team to produce both long-form editorial content and short-form assets for social distribution. He developed the campaign’s visual language, including branded overlays and motion graphics that supported both the store’s reopening and its transition into e-commerce.

Beyond content, Zach led a redesign of the landing page experience—aligning the UX and visual identity with IVWT’s core aesthetic while improving clarity and conversion across the new webstore. He also coordinated asset delivery across Complex Canada’s editorial ecosystem and IVWT’s owned channels, ensuring consistency at every touchpoint.

The result is a cohesive campaign that not only elevated brand perception but also drove meaningful traffic and engagement during a critical phase of digital growth.

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