Somewhere along the way Frye became more than just about boots. We set out to connect the spirit of the brands 150 year heritage to the pioneering road ahead. We wanted to bring the emotional story of the products to life—from the creation of the leather to the craftsmen who work with it. Through the content of the site experience and social activation, we looked to build a more personal connection with customers.
Agency: Sapientnitro | Role: Art direction & design
The new responsive website connects the past with the future—evolving the brand for a fashion-forward audience while telling the story of Frye's rich history, creating a timeless and inspiring experience for new and return customers.