I helped reinvent Dickies’ digital presence, from a new brand identity and a custom font inspired by the logo to a mobile-first e-commerce redesign. I led the research behind it, helped build the Figma design system, and designed the omnichannel campaigns, with key art, that carried the new look across web, email, paid social, and retail concepts.
My Role: Brand & Web Designer at Dickies. I helped lead the redesign, managed an external design agency, and presented the work to the CMO.
Memorial Day '24
Key art and creative across web, email, paid social, display, and homepage video, built so one idea feels the same everywhere. I created many of pieces of content along the way: website elements, emails, paid and organic social posts, display ads, and background video for the homepage.
Jameson x Dickies Collaboration
Kustom Coach Works Racing:
Dickies had a legacy worth honoring and a digital presence that hadn’t kept up. The imagery and typography felt dated, the brand lacked a distinct personality across channels, and the e-commerce site suffered from poor usability and weak mobile optimization.
Working with top-tier designers, developers, and brand agencies, we introduced a fresh identity that honors Dickies’ legacy, including a custom font inspired by the logo’s typography, on a faster, more efficient platform. Customer research shaped every decision, and our development team used modern technology to keep the site fast, scalable, and secure. I led the research, oversaw the design process for the site and beyond, and managed an external design agency.
Dickies homepage December '22
New Mockup incorporating the new brand custom font
• A mobile experience built around horizontal scrolling
• More shoppable modules, using carousels
• Smaller modules, so more of the site shows at once
• A cleaner, more cohesive look, including the new custom brand font
• The top-performing section renamed “Best Sellers,” now featuring top items from other categories too
• Intuitive, user-friendly navigation
I helped build a comprehensive design system and component library in Figma to keep our work consistent and speed up collaboration. It covers typography, color, icons, buttons, forms, and more, and its reusable components make development faster and more scalable. With detailed documentation and ongoing improvements, it became a core tool for design quality across teams.
Credits: ELVA Design Group; John Klopping; Matt Lambert
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