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Product Development

One Horse Threads

My experience building an online store for equestrian-themed merchandise that currently observes a conversion rate of 2.5%. I founded this business for curated equestrian graphic apparel and accessories. The designs are uniquely equestrian themed, and mix elements of repurposed vintage illustrations and modern graphic design. Since 2013 One Horse Threads has grown from a small retail only website to the evolving and fashion forward brand now seen in stores through out the USA and Canada. The project consists of brand identity, catalog design, product design, Shopify web design, and CMS.
Role:
Creative Director | Founder | Product Development | Web Management
Skills:
Visual Design | Package Design | Catalog Design | Branding | E-commerce | CMS
Design Tools:
Adobe (AI/PS/ID/XD) | Mailchimp | Shopify
See Live Project

What is One Horse Threads?

I had been curious about the path of an entrepreneur, so I embarked on a journey to start my own small business. In late 2014, I launched One Horse Threads, an equestrian lifestyle company that creates and markets gifts and apparel for horse lovers. Primarily still recognized as an equestrian company, One Horse Threads is quickly gaining recognition in the gift and pet markets as well. Located in South Carolina, the company sells wholesale, exhibiting at trade shows around the USA, and online retail.

Brand Design

Product Development

The company’s success lies in its ability to deliver messaging that resonates with female horse lovers. With clever and poignant sentiments, they remind equestrians how much they love their four legged friend! The major ingredient in One Horse Threads is the modern and trendy feel of the graphics. From spending a lot of time in the equestrian industry, I found a gap in the market for womens apparel. Many of the brands on the market were offering graphic t-shirts, but they were geared towards children. Most of the product on the market was too childish and not fulfilling the needs of women age 20+.

Web Design + Email/Social Media Campaigns

I developed the website through Shopify. All email campaigns were designed in Mailchimp. Graphics were designed using Adobe Photoshop and XD.

Catalog Design

I designed seven seasons of print and digital catalogs. I designed the layouts in Adobe Indesign.

What’s next?

It’s been six years since launch and One Horse Threads has sold to thousands of customers all over the world. One Horse Threads currently observes a customer retention rate of over 17.6% with 1,000+ active weekly sessions and a conversion rate of 2.5% (more than the industry average on Shopify). The brand has also become prominent on ETSY with a conversion rate of 3.1%. One Horse Threads has enabled me to use product design to build a brand, market it, and sell great products, backed up with design history and cognitive science. I stepped back from my role to pursue other career interests, but still manage this business as my side hustle.

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About Me

I am a graphic designer turned UI/UX designer with degrees in psychology and graphic design. I combine business strategy, empathy, and design to create exceptional user experiences.

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Contacts
I’m based in Charleston, SC
jennifermorse1@gmail.com
+1 908-210-0079
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