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.
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