As part of a design test, I was challenged to create a billboard and boot box concept for Boot Barn. I began by visiting a store in person to photograph packaging and gather insight into the brand’s Western-inspired aesthetic. I also researched Boot Barn’s digital presence to inform my visual direction.

For the billboard, I leaned into the brand’s rugged, adventurous tone with the tagline “Your GPS won’t get you here. Our boots will.” I incorporated dust and depth by fading the logo into the terrain behind a cowboy, enhancing the feeling of movement and freedom.

For the boot box, I incorporated the phrase “The Sole of America” to play off Boot Barn’s mission to represent American spirit. To reinforce the rugged, Western feel, I made the graphics slightly distressed, reflecting the brand’s value of hard work.