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

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Women posing in highly fashionable boots with Ariat Two 24 logo imposed over image
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
Ariat Two 24 modern website design displayed on laptop computer
Ariat Two 24 landing page with several photographs of models showing Ariat two 24 boots
Ariat Two 24 website displayed on a smartphone
Ariat two 24 website displayed on smartphone showcasing the legend behind the brand
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.
Vintage photograph id Secretariat racehorse with jockey
Vintage spread of horse bets on Secretariat race horse
Vintage photograph id Secretariat racehorse with jockey
Autograph of jockey for Secretariat from 1973
Vintage photograph id Secretariat racehorse with jockey
A short biography on the history of Ariat Two 24 in a modern typography treatment
Nine Ariat Two 24 alternative brand logos
Ariat two 24 logos in white displayed on back background

Project Scope

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