Golden Grove Heritage E-Commerce

Golden Grove Heritage is an e-commerce project centered around rebranding Jobes Hats into a boutique western wear sub-brand that is tailed towards individuals aged 30 and up. This concept emerged from a clear market gap in the stance of the lack of age-appropriate, heritage-inspired western fashion that balances authenticity with functionality. The project’s primary goal was to design a digital shopping experience that speaks to mature consumers who value durability, simplicity, and refined aesthetics in western tradition.

Through user persona development, pain point analysis, and an empathetic design approach, I created a visual and functional concept that emphasizes accessibility and consistency. Key solutions within this project included larger typography, organized navigation with tile-based browsing, and photographic consistency to showcase western attire with clarity and style. This concept reinforced the emotional connection to craftsmanship and heritage. The result is a consistent and age-appropriate online retail experience that assists a specific audience in their western wear journey.