Trade Street Boot Company circular logo with bold orange lettering and text 'Est. 1975 HSBV' on a black background.

Trade Street Boot Company Brand Development & Product Launch

I led the end-to-end development of Boot World's first in-house work boot line, creating the name, positioning, visual identity, and storytelling to blend artisan heritage with standout shelf appeal.

details

Role:

Creative Direction, Brand Strategy,  and eCommerce Development

Team:

Graphic Designer, Copywriter, Photographer, Project Manager, Frontend and Backend Developers

Deliverables:

• Brand strategy, naming, and visual identity
• Packaging and product presentation
• eCommerce experience and content
• Digital and retail marketing assets

Results:

Captured 25% of Boot World’s work boot category within its first year, establishing a strong in-house alternative to legacy brands.

Construction worker standing confidently on a job site wearing black work overalls over a plaid shirt, a backward cap, and brown leather work boots, with exposed wooden framing in the background that conveys craftsmanship, durability, and hands-on workwear performance.
Worker holding a Trade Street brown leather work boot with white sole and detailed stitching at a construction site.
Website hero image for Trade Street Boot Company showing rugged leather work boots worn outdoors, set against a weathered industrial backdrop, with bold “TRADE STREET” branding that emphasizes heritage, durability, and workwear craftsmanship.
Logo for Trade Street Boot Company, established 1975, embossed on brown leather background.

Opportunity

Boot World sought to launch its first in-house work boot line with omnichannel presence, competing against established brands while building digital infrastructure to support the new brand.

  • 50-year-old family owned retailer entering private label work footwear, requiring differentiation from Timberland Pro and Wolverine
  • Brand required authentic craftsmanship positioning that translated across in-store displays and digital experiences
  • eCommerce platform development essential to enable online sales and support multi-channel brand launch

approach

I directed a comprehensive brand development strategy, testing multiple concepts with target customers to ensure authentic positioning and market differentiation.

  • Developed and tested 15+ brand naming concepts through focus groups, selecting Trade Street Boot Company as homage to Boot World's original store location and heritage
  • Explored multiple visual identity directions, choosing bold copper and black palette to convey strength, durability, and premium craftsmanship
  • Led comprehensive brand system development including packaging, eCommerce website, and marketing assets across digital and retail channels
Close-up of a person's tattooed arm holding a pair of tan leather work boots at a construction site with wooden framing and ladders in the background.
Trade Street Boot Company product kit featuring rugged brown leather work boots displayed alongside branded packaging, a black gear bag, and leather care accessories, arranged as a premium lifestyle flat lay that highlights craftsmanship, durability, and heritage workwear branding.

Outcome

Trade Street Boot Company launched as a distinct, authentic brand that successfully competed with established work boot leaders while improving category profitability.

  • Captured 25% of Boot World's work boot category in first year
  • Brand success drove expansion beyond footwear into socks, care products, and apparel
  • Scalable brand system enabled multi-category growth across retail and eCommerce channels

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