UI/UX Refresh

The Field & Stream Shop website was incredibly dated.  The demographic that the buyers and merchants wanted to aim for was a younger outdoorsman, yet the flow and style of the site was from the 90s.

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I used a consistent header with live text, paragraph text, real buttons instead of images and helped create a guide of imagery rules.  Instead of overly designed graphics, the site now uses outdoor photography and product shots.

You can view the new homepage styles at: Field & Stream Shop

The new website and style next to the old layout