Falls Archery
FISHING & HUNTING
BRAND + WEBSITE DESIGN
A legacy reimagined for the modern bowhunter.
Falls Archery is a conceptual project inspired by my family’s bowhunting pro shop, founded by my grandfather in 1974. Though the original store no longer exists, this project became an opportunity to revive that heritage — imagining what the brand could look like today if our family were still running it. Over the course of two evenings, I designed a complete brand identity and website experience that blends tradition, craftsmanship, and a modern editorial feel rooted in the classic print-style outdoor magazines I grew up with.
Project overview.
Falls Archery represents the intersection of tradition and modern design. The goal was to create a brand identity that communicates trust, expertise, and a long-standing family legacy—while presenting a clean, contemporary digital experience you’d expect from a modern outdoor retailer.
Drawing inspiration from classic outdoor magazines, vintage hunting ads, I created a visual language that feels both familiar and elevated. The project scope included:
- Brand Identity & Visual Direction
- Logo Recreation & Refinement
- Color Palette & Typography System
- Website Strategy & Layout
- AI-Assisted Imagery Creation
Branding & logo recreation.
One of the most meaningful parts of this project was recreating Falls Archery’s logo using original elements. We only had:
Using AI as a restoration tool, I reconstructed the original mark, refining the typography and linework while staying true to the original character. The result is a vintage-inspired emblem that feels authentic to the era but crisp enough for today’s digital landscape.
- A faded newspaper clipping.
- A couple of blurry photos from old hats.
- Fragmented pieces of illustration.
Using AI as a restoration tool, I reconstructed the original mark, refining the typography and linework while staying true to the original character. The result is a vintage-inspired emblem that feels authentic to the era but crisp enough for today’s digital landscape.
Design goals.
My vision for the website was to blend clean modern usability with editorial storytelling. I wanted the site to feel like opening a classic hunting magazine—inviting, grounded, and rich with history. Key objectives:
- Create a trust-first homepage showcasing products, services, and generational history.
- Use AI-generated images to reimagine what the pro shop would look like today.
- Highlight family legacy through warm photography and authentic copy.
- Develop layout sections that feel airy, balanced, and magazine-inspired.
- Maintain simplicity while elevating the brand through refined typography and composition.
The result.
In just two evenings, I crafted a full brand identity and website concept rooted deeply in personal history. By blending AI technology with traditional design principles, Falls Archery became a tribute to my family’s legacy—and a showcase of my ability to build meaningful, story-driven digital experiences. This project demonstrates my skills in:
- Brand identity design.
- Logo recreation from legacy materials.
- Editorial website layout.
- AI-assisted imagery direction.
- Modern web/UI design.
- Story-first design thinking.
