Dickies Design & Branding DICKIES by Landor New York


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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market United States
Agency Landor New York
Director Kendra Wehmeyer
Executive Creative Director Nicolas Aparicio
Released May 2010

Credits & Description

Category: Logo Design
Date of First Appearance: May 1 2010
Entrant Company: LANDOR ASSOCIATES, San Francisco, USA
Executive Creative Director: Nicolas Aparicio (Landor Associates)
Director: Kendra Wehmeyer (Landor Associates)
Senior Designer: Henricus Kusbiantoro (Landor Associates)
Art Designer: JJ Ha (Landor Associates)
Associate: Kate Fisher (Landor Associates)
Media placement: Identity - Retail Outlets - 1 November 2010
Describe the brief from the client
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.
Describe the challenges and key objectives
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”.
Describe how you arrived at the final design
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.
Give some indication of how successful the outcome was in the market