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A branding refresh and website redesign for a firearms and sporting goods store based in New York. The project focused on modernizing the existing identity, improving the digital experience, and introducing a stronger western-inspired visual atmosphere across all brand touchpoints.
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Total info
Hiring contractors online is often confusing and unreliable. Users struggle with unclear pricing, inconsistent service quality, and a lack of trust in reviews and credentials. The core challenge was to design a platform that eliminates uncertainty and gives users full control over the hiring process — from the first request to final payment.
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The Challenge
The client needed to redesign an outdated logo system that lacked vector assets and scalable print materials. At the same time, the website required a clearer structure, improved readability, and a more intuitive shopping experience for both online and offline customers.
Another important goal was to preserve the authentic western spirit of the brand while making the overall identity feel cleaner and more contemporary.
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Process
The project started with researching western culture, vintage Americana graphics, and modern outdoor lifestyle brands. After refining the visual direction, we rebuilt the identity system and extended it into merchandise and web design.
We designed and developed six responsive templates adapted for desktop, tablet, and mobile devices using WordPress with Colibri Builder. The final result modernized the brand while preserving its strong local character and community-driven feel.
The refreshed identity helped modernize the brand while preserving its authentic western character and local atmosphere. Through updated visuals, improved navigation, and a more flexible design system, Smoke Wagon received a cohesive brand experience across both digital and physical touchpoints.
The final result combines functionality, strong visual storytelling, and recognizable merchandising, creating a bold and memorable presence for the store and its community.
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“Hiring a reliable contractor online can be overwhelming. We turned complexity into a clear, guided experience.”
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Maryna Dobrovolska, project designer
Our Role
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Let's build something remarkable together
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