Since 1922 Williamson-Dickie Mfg. Co. has been dedicated to producing quality American workwear. The products have always been about quality, durability and comfort, but today many of their core items have also been “hijacked” by a new audience. This new audience is comprised of workers by day, creative influencers by night. Dickies began to look at how to expand their business. The challenge became how to create a relevant and differentiated brand that engaged Dickies’ core audience, the worker, while also making the brand continuously meaningful for a new audience, who had hijacked the brand and made it its own.

To sustain the current growth, the brand needed to connect further with these audiences in ways that felt authentic, honest and real. Our challenge was to develop a branding strategy that maintained relevance with the current work audience while connecting at a deeper level with the new segment, “the independent spirit”.

n/a

We created a system inspired by the raw, authentic, bold and purposeful lifestyle both segments lived. All visual communications to the traditional work force maintained a rough and gritty approach. For the independent spirit segment, we created a site named Dickies’ stories, where fans can come, share, promote their interest and share content. Dickies uses the content across all touch points, making the brand a canvas for their own expression.