What is Lyman Products?
Lyman Products is a renowned leader in the sports shooting industry, with a legacy dating back to 1878. Known for its premium reloading tools and accessories, Lyman has earned a reputation as one of the most trusted and respected brands in the field.
Over the years, I’ve had the privilege of collaborating closely with Lyman, taking a holistic approach to elevate various aspects of their digital presence. My work has ranged from refining visual assets and updating homepage design to crafting strategic content calendars and leading comprehensive brand refreshes.
This ongoing partnership has given me a unique, in-depth understanding of Lyman’s brand, values, and position within the industry. It has allowed me to push beyond typical design projects, creating impactful, tailored content and innovative resources that align with Lyman’s long-term vision.
Updating the Visual Identity
One of the key priorities in my work with Lyman was refreshing their visual identity to better align with modern expectations. As a longstanding brand, much of their existing content felt outdated, from product photos to their overall presence on social media. I worked closely with their team to revamp these elements, creating a more cohesive and contemporary brand experience.
The homepage redesign was where I had the most opportunity to drive impact. I introduced dynamic video headers to replace the static, text-heavy ones, which weren’t engaging the audience effectively. By implementing a rotating selection of video headers, we were able to create a more visually compelling and engaging experience. Below are some examples of the new headers.