Redesigning Dickies

Overall, Dickies grappled with a multitude of challenges, most notably antiquated imagery, typography, and a lack of distinct personality. These issues were evident across all channels, particularly on the Dickies.com e-commerce site, which suffered from poor user experience and inadequate mobile optimization.

I helped transform the brand's digital presence and elevated its high-volume e-commerce business. Collaborating with top-tier designers, developers, and brand agencies, we overhauled the website, implementing a fresh brand identity and a faster, more efficient platform. The new identity honored Dickies' legacy, featuring a custom font inspired by the logo’s typography. Our development team utilized the latest technologies to ensure speed, scalability, and security, while thorough research and extensive experience provided insights into customer needs, informing every aspect of the redesign. Leading numerous research projects and overseeing the design processes for the website and beyond, I also created hundreds of content pieces, including website elements, emails, paid and organic social media posts, display ads, and background video assets for the homepage.

Created a comprehensive design system and component library in Figma to streamline our design process, maintain consistency across projects, and enhance collaboration. It covers typography, colors, icons, buttons, forms, and more for a cohesive user experience. The component library houses reusable UI elements, making development faster and more scalable. With detailed documentation and ongoing improvements, it's become a vital tool for driving design excellence and fostering collaboration across teams.

Jameson x Dickies Collaboration

Kustom Coach Works Racing

Credits: ELVA Design Group; John Klopping; Matt Lambert‍