An Old Classic
The original makers of the cowboy boot got back in the game. And in doing so, they wanted to make sure they entered in a big way.
Client
How The Story Unfolds
As Hyer was looking to establish their brand while re-entering the market, exploring potential aesthetic styles was key. This process would include understanding the competitive landscape and what their customers were looking for.
First, Research
We begin by understanding the market. With Hyer being out of the game for a bit, new players have entered with different products and audiences that they are catering to. Exploring the competitive landscape enabled the insight that there were a few distinct styles and approaches that the bootmakers were taking.
Setting the Mood
As Hyer was looking to establish their brand while re-entering the market, exploring potential aesthetic styles was key. Utilizing moodboards we set the foundation for themes and agreed on key elements that would play a role in each concept.
Concepting
Learning from our competitive landscape, many were leaning into lifestyle or product focused visions.
Considering 100% of visitors will see the hero section of the page, we started working there as this will help us dictate the overall aesthetic for the site.
Direction
Lifestyle Focused
Direction
Product Focused
Direction
Action with Product Emphasis
Blending the old with the new.
Ensuring that Hyer's boots connected with their audience was the main objective. For a company established in 1885, taking them into the digital age was crucial to compete in today's market. We didn't want to lose the heritage of the past though and brought in elements that nodded to that history.
Highlighting Hyer's vast catalog of boots, apparel and more allowed us to lean into the details of each project.
Leaning into the History
In 1875 a cowboy walked into C.H. Hyer's small cobbler shop in Olathe, Kansas, and the history of footwear was changed forever.
Being the creator of the cowboy boots is quite the story. We wanted to ensure that the history was woven into the fabric of the site. We dedicated a page strictly to the history of Hyer which includes the origins and all of the celebrities throughout the years who have worn the boots along the way.
It's All in the Details
Capturing the landscape was a key element in connecting to the audience
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