Case study

Mohawk Army Navy



A family-owned business, Mohawk Army Navy began in 1986 with a small 1500 square ft. store in Niskayuna, New York. Since then, Mohawk Army Navy has grown to four locations throughout Upstate New York’s Capital District region, providing customers with high-quality clothing, footwear, and military gear. Despite the tremendous growth of their brick-and-mortar locations, Mohawk Army Navy was experiencing difficulties online. They wanted to engage their current customer base with information on their Boot Club and promotions, gather essential feedback on the customers’ experience in their four store locations, and reach out to new customers and entice them to visit their local store.

Mohawk Army Navy Home Page Screenshot


We began by brainstorming with our team and Mohawk Army Navy owner Arno Reihs. After several constructive meetings, we developed well-defined goals and ideas for the new Mohawk Army Navy website. By further examining the Mohawk Army Navy brand, its history, and what it meant to its customers, we created a plan and fundamental strategies to motivate their customers toward meeting those objectives.

Like most design and development projects, it all begins with a proper foundation; all the identified plans and goals rest upon it and, quite frankly, live and die by it. Along with Mr. Reihs, we chose our Business Website Plan to be the backbone of the new Mohawk Army Navy website. It offered the flexibility and options they needed to meet their online ambitions and provided the ability to scale with their ever-growing company. We created multiple color options and website mockups for Mohawk Army Navy. Out of those selections, we chose a vibrant color palette and website design that would re-enforce Mohawk Army Navy’s brand online and make their website engaging and informative to customers both new and old.

Combining a vastly improved website design and color scheme allowed us to create a bold call to action, funneling users toward their Boot Club, email subscription, and reviews while showcasing Mohawk Army Navy’s diverse product offerings to customers. We also integrated our reputation and review generation tool on individual store location pages to help improve local SEO for their stores, generate reviews for specific store locations, and help staff and owners better respond to customer feedback.

Case study, Mohawk Army Navy website image collage


Sometimes when a project begins, the scope of issues and the need to meet goals can feel overwhelming. The early stages of planning indeed show their merit, and the Mohawk Army Navy project is no exception. Since the launch of its new website, not only has Mohawk Army Navy met its goals they have far outperformed expectations.

Mohawk Army Navy’s review generation has dramatically risen with our review generation tool, with a 70% increase in customer reviews across multiple 3rd party channels after visiting one of their four brick-and-mortar locations. Our efforts to optimize the website and improve its Local SEO have increased visitors by 1095%, and our carefully crafted funnel for email subscriptions has increased customer subscription rates by 567%.

Styles come and go. Good design is a language, not a style.
Massimo Vignelli

Colors & Style


Army & navy surplus shop
Site Plan
Business Plan

Website & CMS

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