STEVE SHREVE

ace workboots

Identity & Branding

ACE needed a brand that could stand next to Wolverine and Caterpillar without looking like a knockoff. I built an identity that felt rugged, simple, and ready for the premium work boot aisle.

Identity

The mark had to feel tough without trying too hard.

I started with ideas around ascent, strength, and outdoor durability, then shaped them into a clean “A” icon that could work across packaging, hang tags, soles, and the boot itself. The final system felt sturdy, practical, and easy to spot.

Early concept work exploring the mountain, badge, and “A” forms that shaped the final mark.
Logo applications on the boot, outsole, and product details, showing how the identity could carry across the full product line.

Packaging

The box became a key part of the brand.

I developed a packaging system using warm brown, safety yellow, and black to give ACE a rugged look without making it feel muddy or overdone. Hang tags, box graphics, outsole details, and product inserts all worked together to make the line feel retail-ready.

Hang tag, outsole, and product detail concepts using the ACE color system and workwear-inspired materials.
Boot box design with kraft textures, bold branding, and product information built for retail shelves.
Flat packaging layout showing how the full box system comes together before production.

print & Digital

I extended the ACE identity across catalogs, microsites, and ecommerce tools that supported both retail and B2B sales. Sharp angles, warm neutrals, safety yellow, and clear product storytelling made the line feel rugged, organized, and ready to sell.

See the latest ACE Workboots website design as part of the Shoes For Crews rebranding and ACE Work Boots product update. Featuring my original identity, elements and color scheme. www.aceworkboots.com

Catalog spread: Product storytelling, feature callouts, and brand elements built around the ACE visual system.
Microsite concepts: Early digital layouts created to give ACE Work Boots its own home for product education and sales support.
Ecommerce pages: Sub-brand shopping layouts showing how the ACE identity could extend into the Shoes For Crews online experience.

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About me

Hi, I’m Steve Shreve, a hands-on marketing and creative leader based in Hickory, NC. I build brands and run the marketing that grows them. Brand strategy, product launches, campaigns, and the sales tools that win new business. Design is part of how I do it, not the whole job.

Away from the screen, I’m usually outdoors with my family, hiking, camping, paddling, or chasing the next good road trip.

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© 2026 STEVE SHREVE

Made with ♥ in Hickory, NC

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