Dickies^® has an over 100-year legacy as a workwear brand that, over time, has evolved culturally into casual fashion apparel. While that fashion brand is how most people know and love the brand today, there's a strong presence in the B2B space, where true workwear is needed in the form of uniform programs for companies with hundreds to thousands of workers on the job.

Our challenge was to translate a consumer brand focused on individual style into a B2B brand in a category historically known for conformity and low engagement. We needed to make uniforms feel less like a purchasing chore and more like a meaningful expression of team support that would be beneficial for customers’ brands and bottom lines.

People perform better when they feel connected to their teams and their work; when combined with support for authenticity and self-expression, that performance potential is even higher. We wanted to disrupt the category with the idea that workwear should not hide the personality or style of the people wearing it, but amplify it.

We led a full-scale brand refresh, incorporating the consumer energy into an expression that would grab the attention of the people making decisions about uniform programs: visuals and language that defied the norms of something they typically considered boring, giving uniform programs swagger. We showcased teams of workers who were clearly connected and feeling energized together in their workday, outfitted in workwear that gave a cohesive brand image, but also had room for personal style and confidence as a part of the group.

This refresh evolved Dickies B2B alongside the consumer brand by carrying over the same spirit and style that has kept Dickies relevant, repositioning uniforms as apparel people would genuinely want to wear, not just something they are required to put on. This resulted in a brand that drove stronger engagement and performance:

• 300K+ video views in the first five months.
• 55% increase in conversions versus prior year.
• 19K sessions from paid LinkedIn campaigns.
• 115K website sessions since launch.