Problem: Jansport is seen as a simple backpack.

Solution: Position Jansport's simplicity as a blank canvas for endless possibilities.

Brand Positioning:

The idea behind this campaign goes further than what goes in a backpack, so we positioned Jansport to bring out individuality.

THe Blank Canvas Project:

We asked our audience to submit their Jansport artwork on our Instagram for a chance to get their design available to purchase online.


Art Director: Key Higdon

Role: Writer

Spec Work