IYA was commissioned to create the brand, packaging and e-commerce store
Working closely with creator, Ankur Shah, IYA developed an exciting brand that epitomises the products uniqueness and sense of fun. The ‘m’ marque became part of the sole of the shoe, as a stand alone device and through the development of the brand, this has become an intrinsic part of the detachable soles.
With pages and links sporadically added over time, the BHA site had become bloated and difficult to navigate. Starting the build from scratch, Firedog implemented a sense of hierarchy. The navigation bar is now clearly split into five main sections, allowing for a more compartmentalised and rigid structure. Horses, jockeys and trainers now form new sections within the website, which makes it easier to find relevant information.
As horseracing is an outdoors sport, Firedog ensured that information is easily accessible on the move. Firedog built a mobile first website which gives access to information in seconds, as there are no large images. Firedog worked with the BHA development team on creating custom algorithms for search and a brand new API. This ensures that the new site is incredibly intuitive and mobile, as well as featuring integral search.
Spotted via BrandNew.