What is Lyman Products?
Lyman Products is a renowned leader in the sports shooting industry, with a legacy dating all the way 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 their industry.
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 As a longstanding brand, much of their existing content felt outdated, from product photos to their overall presence on social media.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. Below are some of the areas I was able to provide the most impact in.
Homepage Video Banners
One of the big focuses I had was refining the home page design, with a key element of that being to add an array of different video banners showing off our products. With all the moving parts and niche functions the devices have, I felt it was important to have something both visual and engaging to get the user more interested in learning more about our products. Working closely with my videographer, we were able to map out a variety of different videos that are now rotated through on the Lyman Products Website. Below are just a few examples of my work, with even more in my full portfolio.
Refreshing Product Pages
Full catalog pages for the many products Lyman sells was another pain point I quickly noticed when working more on the site. Many pages would have very strange layouts, mixing in normal product pages and tombstone pages that would lead to further categories. The navigation as a whole was also very flawed, with duplicate catagories on the main navigation bar and many of the catagory pages they led to having poor pictures and no cohesion to how they’re organized.
Over time, I’ve worked more closely with their customer service team to better identify how customers are getting effected by these issues, as well as some more common features that users frequently search for that need to be made more prominent. It’s been a slow moving process due to all the moving parts and many different products available, but it’s made me gain a much clearer understanding of how to better design the navigation for both Lyman and other sites I work on.
To the right is an example of the New Products page now on the site. I made a big focus on getting the most prominent items to the top, having a cosistent themeing of photos throughout the page and to have each of them change to a more “in use” photo when hovered over.