How Crystal Dollahon started their web page design journey
Lew’s is a 60 year-old niche brand of fishing rods and reels. It is a southern-born brand and has a strong brand identity among southeastern U.S. anglers, especially baby-boomers. There is a lot of history to the brand, especially tied to late founder Lew Childre. His legend is around product innovation. “Innovation” is an important part of the company’s image going forward. Lew’s is a faded brand that was recently purchased by an individual who has extensive experience in rod and reel development, including innovation and styling. The brand’s strength is with older anglers from the south. We want to win back that audience by playing off of the brand’s original strengths of being “genuine,” and “innovative.” To this group, Lew’s is “comfortable,” much like favorite well-worn pair of jeans or an old pickup truck. The owner knows the “new” Lew’s must also be appealing to the new and younger generation of anglers: those who like shiny, techy and trendy. He’s confident his new product designs will play off the heritage of original models, but be sleek and feature-loaded to go with current trends.
Tell us a bit about who you are and the people you reach
Avid anglers - mostly freshwater but some inshore saltwater for those who enjoy light tackle fishing. Baby boomers with previous experience/knowledge of the brand, plus new-generation anglers that thrive on lighter, faster, stronger. Geographically, applicable for entire U.S., but strength will be in the south-central to southeastern parts of the country. Lews.com must satisfy old and young too. It needs to have the “comfort” feeling, without turning off the new generation of anglers. Bottom line is, Lew’s anglers, regardless of age – eat, sleep and breathe fishing. Once you win their trust, they are extremely brand loyal. Today’s anglers are stylish in dress and performance. No funky hats, no fishing vests, we’re talking genuine hardcore (avid) anglers that cross all walks of life – rednecks, bankers, lawyers, blue collar, white collar, etc. They are passion-sports enthusiasts, and while not necessarily the best anglers on the block, they are knowledgeable about the sport and willing to invest in the tackle of choice.
For the most part, we are flexible and want you to be creative. A few requirements:
- The Lew’s logo should appear somewhere in the main site design, preferably in the header but we’re open to other placement. EPS and JPG logo files are attached.
- Main navigation items: Home, Lew’s Today, History, Reels, Rods
- For lack of a better term, “sub-navigation” items (i.e. less prominent links to go either at the top or bottom of the page): Customer Service, Dealers, Contact, Catalog
- Some sites we like that are industry-related and capture the “heritage” component we’re looking for: