branding two24: a new fashion line of boots inspired by ariat's iconic equestrian roots.


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 an Two24 landing page and in-store elements to help introduce the new brand to consumers.
The name Ariat springs from Secret(ariat)
Our team researched Secretariat’s legacy and developed a series of name options inspired by equestrian history, finally settling on Two24 – symbolic of Secretariat’s still unmatched record race time of two minutes and 24 seconds. The identity's form was inspired by racetrack numerals and ephemera.

Project Scope

Research & Insights
Strategy & Positioning
Brand Architecture & Hierarchy
Identity Design & Development
Identity Systems
Print & Packaging
Messaging & Content
Brand Voice / Tone
Creative / Art Direction
Web / Mobile
Brand Guidelines
Integrated Campaigns