Kentucky’s official state slogan is “unbridled spirit”, but that didn’t quite capture how Kentucky natives Whit Hiler, Griffin VanMeter, and Kent Carmichael felt about their state. The three advertising execs took it upon themselves to rebrand their home state - with an irreverent new slogan, an advertising campaign, and a website to sell all manner of Kentucky-branded merchandise.
Their memorable new slogan?
Kentucky Kicks Ass.
If you need convincing, just take a look at the state’s long list of noteworthy natives (from George Clooney and Johnny Depp to Hunter S. Thompson, Muhammad Ali, and Daniel Boone) and its claims to fame that range from WIFI to bourbon to KFC.
The slogan soon grew into a cultural movement, a brand named Kentucky for Kentucky, and an online store that promotes the love of everything Kentucky with “Y’All” branded t-shirts and socks, fried-chicken-scented candles, Kentucky-shaped necklaces, and drinking glasses for bourbon aficionados.
When it was time to move their successful e-commerce business from WooCommerce over to Shopify to clear up some ongoing reliability and support issues, the guys from Kentucky for Kentucky turned to Growth Spark to make the magic happen on the back end.
A New Kentucky Home
The new custom site design is loosely based on the company’s previous site, but with some pretty important upgrades.
Shopify enabled a more consistent infrastructure as Kentucky for Kentucky continues to grow, while the new site design delivers a noticeably cleaner UX.
A flexible filtering engine makes it easier for customers to find what they’re looking for and to explore all the sassy Kentucky-themed products by collection (Y’All gear, anyone?), product category, and size.
The design concept shines a light on the brand’s attitude and irreverence with bold headline copy, product photography with personality, and a rotating “KY Fact Punch” in the homepage footer.
The mobile UX got a total revamp too, cleaning up the site organization to make it faster and easier to navigate.
Flexible product filtering continues through the mobile experience, and the bold brand identity is as visible on the small screen as it is at full-size.
The new site launched in November, setting the stage for a rockin’ holiday season for Kentucky for Kentucky and their kick-ass goods.