Entering the fast lane of fashion footwear
When Ariat decided to launch a high-end, equestrian-inspired fashion footwear brand, they invited Vehicle to create the name, identity, and all launch elements. To develop the name, we looked to Secretariat for inspiration. Secretariat is not only significant because he was the greatest racehorse of all time, but he also inspired the Ariat name.
Bringing the brand to life at the track
To firmly establish the authentic equestrian roots of the brand, we took our photo shoot to the local racetrack. Our team did the casting, location scouting, and art direction. We designed the lookbook with a women’s and men’s section that meet in the middle spread. Additionally, we created a Two24 Ariat.com landing page and in-store elements to help introduce the new brand to consumers.