Two24 | Branding

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.

Ariat two 24 fashion magazine with man in fashionable boots on cover

Several spreads of Ariat two 24 fashion magazine with men and girl posing with fashionable boots

Ariat Two 24 Magazine spread with man and women modeling in fashionable boots

Ariat Two 24 Magazine cover with women modeling in fashionable boots

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 Ariat.com Two24 landing page and in-store elements to help introduce the new brand to consumers.

Women modeling on stadium bleachers in Ariat Two 24 fashionable boots

Several Ariat Two 24 boots nicely piled in a bleacher chair

Sharply dressed leaning back in chair modeling Ariat Two 24 fashionable boots

Man modeling and adjusting fashionable Ariat Two 24 boot on bleacher seat

Women modeling fashionable Ariat boots on a horse race track

An assortment of vintage gadgets, framed photo of horse, and fashionable Ariat Two 24 boots

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.