I led the end-to-end development of Boot World’s first in-house work boot line—name, positioning, visual identity, and storytelling. Inspired by the company’s origins, Trade Street Boot Company blends artisan heritage with standout shelf appeal.
Boot World, a 50-year-old family-owned footwear retailer, sought to launch its own in-house line of work footwear. The goal was to introduce a high-quality, cost-effective alternative to established industry leaders like Timberland Pro and Wolverine. The new brand needed to stand out in a crowded market while reflecting the craftsmanship and authenticity valued by their customer base.
The team explored multiple brand names and directions, aiming to capture a sense of artisan quality and trust. Focus groups were conducted to gauge consumer reaction to various naming options and visual identities. After extensive testing and feedback, the name Trade Street Boot Company was selected—an homage to the original Boot World store location and a nod to the brand’s heritage. Visual exploration led to the choice of a bold copper and black color palette to convey strength, durability, and premium craftsmanship.
The result was Trade Street Boot Company, a distinct and authentic brand rooted in Boot World's legacy. With its memorable name, carefully chosen visual identity, and strategic market positioning, the line was designed to appeal to value-conscious professionals seeking reliable, well-crafted work boots—effectively differentiating it from legacy competitors.
I led the end-to-end development of Boot World’s first in-house work boot line—name, positioning, visual identity, and storytelling. Inspired by the company’s origins, Trade Street Boot Company blends artisan heritage with standout shelf appeal.
Boot World, a 50-year-old family-owned footwear retailer, sought to launch its own in-house line of work footwear. The goal was to introduce a high-quality, cost-effective alternative to established industry leaders like Timberland Pro and Wolverine. The new brand needed to stand out in a crowded market while reflecting the craftsmanship and authenticity valued by their customer base.
The team explored multiple brand names and directions, aiming to capture a sense of artisan quality and trust. Focus groups were conducted to gauge consumer reaction to various naming options and visual identities. After extensive testing and feedback, the name Trade Street Boot Company was selected—an homage to the original Boot World store location and a nod to the brand’s heritage. Visual exploration led to the choice of a bold copper and black color palette to convey strength, durability, and premium craftsmanship.
The result was Trade Street Boot Company, a distinct and authentic brand rooted in Boot World's legacy. With its memorable name, carefully chosen visual identity, and strategic market positioning, the line was designed to appeal to value-conscious professionals seeking reliable, well-crafted work boots—effectively differentiating it from legacy competitors.
