Emily Jennett
Ariat
Summary
Ariat, a performance-driven equestrian brand, wanted to modernize its logo and mobile app interface to appeal to younger, style-conscious users while maintaining trust and loyalty among long-time customers. The existing branding felt outdated compared to competitors, and the digital experience lacked the clean, intuitive design younger audiences expect.
Impact
The redesign served as a springboard for Ariat’s brand evolution. The designer liaison presented our logo, design system, and app concepts to Ariat’s internal team, and our work directly influenced the next iteration of the company’s branding.
Role - UX/Visual Design
Timeline - January - March 2025
Tools - Figma, Illustrator
Background
Founded in 1993 by Beth Cross and Pam Parker in California, Ariat revolutionized equestrian footwear by combining athletic technology with traditional craftsmanship. Since then, the brand expanded into apparel and accessories, with core values of innovation, craftsmanship, integrity, and community.
Ariat partnered with the University of Michigan’s graphic design class to explore a brand identity refresh. The goal was to create a modern logo, cohesive design system, and updated mobile app interface that reflected Ariat’s heritage while resonating with a younger demographic.
Research
I met with Ariat’s designer liaison, who emphasized modernizing the brand while preserving appeal for loyal customers through clean, minimal visuals that convey strength, tradition, and performance.
By observing college-aged users on shopping apps, I found that they prefer large visuals, intuitive navigation, clear product categorization, and fast, personalized experiences such as recommendations and filters. Younger users prioritize ease and speed, while Ariat must balance modernity with heritage to retain customer loyalty.
How might we...
How might we refresh Ariat’s brand image while maintaining loyalty.
How might we create a clean, minimal app design that reflects Ariat’s core values.
How might we design an intuitive shopping experience that appeals to young users.
Ideation
I explored multiple logo and app layouts through sketching and low-fidelity wireframes, prioritizing minimalism and clarity. The goal was to balance heritage with modern design cues while keeping the interface intuitive and scalable.
Solution
Logo: Clean sans-serif font paired with a simplified horse head symbol honoring Ariat’s equestrian heritage.
App Interface: Minimalist and functional, emphasizing clarity, ease of use, and alignment with Ariat’s values.
Navigation & Home Screen: Personalized recommendations and recently viewed items to streamline shopping.
Reflection
The project was successful in modernizing Ariat’s visual identity and creating a cohesive, user-friendly app concept. I learned to design primarily from stakeholder input, balancing their priorities with best practices in UX and visual design. Working independently on the logo and design system before collaborating on the app taught me adaptability, negotiation, and collaboration skills, as we had to integrate multiple design perspectives into a unified solution.