Ariat tasked Vehicle with the launch of their new fashion line of equestrian-inspired footwear.
We developed all components of the branding, from the name to the visual identity. We also designed a, landing site in-store elements, and a racetrack themed lookbook to debut their new brand. For the lookbook, we selected models, shoot location, and art directed the photography.
Looking back at the history of legendary racehorse Secretariat who inspired the Ariat name, we were impressed with his record-breaking time of 2:24, a time that has yet to be beaten. The name Two24 is an insider’s nod to his world record.