A Victorian saddlery stocking American leather alongside independent Australian makers. The name was known. The brand and the website had both fallen behind it. Brand first. A classic wordmark, warm, rustic palette, and the IWS monogram at the centre, drawn in the tradition of a mark stamped into hide, made to hold across tack, apparel and packaging. Then the woocommerce build, hundreds of products organised into a clear architecture and a mega menu built for the way riders actually shop.