Ariat

When you think about technology, you don't think about clothes. But that's exactly what Ariat Work is known for—high-performance clothes that can withstand high levels of distress. We helped Ariat define their Work brand and website to stand out for the value they deliver every day.

Worker using a circular saw to cut metal at an oil site, with sparks flying at dusk.

expertise:

Branding,Marketing

deliverables:

Video & motion design,Brand Strategy,UX/UI design,Web design,Visual identity

Bringing new energy to an iconic work brand

The key insight

We realized there were two key audiences for the Ariat Work brand: those who wear Ariat on the job, and those who enjoy it outside their jobs. While these groups differed in many ways, both loved the ruggedness of the brand—and the technology that created that ruggedness.

The bold strategy

The key to helping Ariat Work stand out was to create a feeling of ruggedness, even in a digital format. And to distill down Ariat's technology story so both groups could see under the hood—or the outer shell.

A collage of workwear photography showing a rugged work boot, a worker with rope at an oilfield, two construction workers in tool belts, and sparks flying as a worker cuts metal.

A collage of workwear photography showing waterproof work boots, a construction worker in a hoodie, a man wearing a gray work jacket, and a worker lifting lumber at a job site.

Designing a brand that works

We began shaping the Ariat Work sub-brand with an ideation workshop designed to define its core design pillars. Together, we explored audience motivations, visual inspiration, and what truly connects. What emerged was a clear direction: rugged, modern, and effortlessly real. Simplicity with rough edges. Honesty with style. Workwear, elevated.

Behind the technology

Ariat had pages and pages of information about their technology. But they needed a way to help customers understand it. So we helped to distill their technology story into four key pillars: comfort, protection, movement, and durability. And we designed a bold, simple way to understand and get inspired.

Product page showing a brown waterproof work boot with labeled callouts highlighting sole, cushioning, and support features.

What I love about Boldium is that they are both strategic and creative partners. They were instrumental in helping us fine-tune the core project objectives and establish a visual design system that resonates very well with our audience.

— Liz Bradley,VP Global Marketing

Rugged yet modern

We imbued the brand elements throughout the entire experience to help the audience connect with the brand. From the ruggedness of background texture to bold, authentic photography, the website sits at the intersection between modern and rugged.

A product landing page for Ariat Work showing rugged work boots, men’s and women’s workwear, and features highlighting protection and comfort.

Guiding visitors with purpose

To evolve the Ariat Work digital experience, we reimagined the site’s information architecture and navigation. We streamlined pathways, elevated top-performing categories, and wove technology stories directly into the browsing experience—helping every user see not just what Ariat makes, but why it matters.

Becoming a brand advocate

On a personal note, Suzanne's teenage son is an aspiring contractor. One of our Ariat friends sent him a pair of boots—and we can now personally vouch for the technology behind the durability. When his birthday came, Suzanne got him an Ariat jacket which he wears to the job site every day.