Expanding a legacy
Merging Past & Present
Before working with Frank & Victor, Hamilton had limited web presence, was outdated, and only spoke to an older generation. The objective was to maintain the brand’s long-standing identity as classic, clean, and luxurious while appealing to a more extensive range of clientele such as a successful businessman, his wife, a retired doctor, or a wealthy rancher.
The new Hamilton website’s custom online shirt builder allows both men and women to conveniently order custom shirts through various options that suit their unique measurements and fashion sensibility. Streamlining the custom process further, user accounts store a customer’s fit size and auto-populates the site as they shop.