Natalia Jasso
SELECTED PROJECTS
Stanley 1913
Dickies
Clinique
Hongueras Pjiekakjoo
Kohl’s
Me!Bath
Monto
Juantons
Yoko
ARCHIVE
HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
KELLA (PET PRODUCTS)
NEGRO BLANCO CAFE (CAFE)
ABOUT ME
Hey! I’m Natalia—a graphic designer obsessed with turning big ideas into bold visual identities. I specialize in conceptual thinking, expressive design, and building brand systems that actually work. Let’s make something unforgettable. Reach out anytime!
Let’s work together →
IDENTITY + BRAND GUIDELINES
Dickies
Dickies
About the project
Dickies has always had a place in the hearts of makers, skaters, and workers alike—but it lacked a single, unifying story. The brand needed a clear point of view and a visual language that could speak to a new generation without losing its roots.
We wanted to move past the clichés of hardhats and hammers and focus instead on the real texture of work—the hands, the process, the spirit behind it all. Through research and collaboration, we uncovered a shared mindset: it’s not just about what gets made, but the making itself.
With that as our foundation, we evolved Dickies’ brand identity—refining the logo, creating a custom typeface, setting a new photo direction, and building out retail and digital guidelines. All of it lives inside the Dickies Toolkit, an interactive Figma resource we designed to help creatives around the world bring the brand to life.
Today, that system is at work in over 1,500 stores, powering new campaigns and giving Dickies a consistent voice across workwear, work-inspired, and skate communities. It’s a fresh chapter that honors the first hundred years—and sets the tone for the next.
Dickies has always had a place in the hearts of makers, skaters, and workers alike—but it lacked a single, unifying story. The brand needed a clear point of view and a visual language that could speak to a new generation without losing its roots.
We wanted to move past the clichés of hardhats and hammers and focus instead on the real texture of work—the hands, the process, the spirit behind it all. Through research and collaboration, we uncovered a shared mindset: it’s not just about what gets made, but the making itself.
With that as our foundation, we evolved Dickies’ brand identity—refining the logo, creating a custom typeface, setting a new photo direction, and building out retail and digital guidelines. All of it lives inside the Dickies Toolkit, an interactive Figma resource we designed to help creatives around the world bring the brand to life.
Today, that system is at work in over 1,500 stores, powering new campaigns and giving Dickies a consistent voice across workwear, work-inspired, and skate communities. It’s a fresh chapter that honors the first hundred years—and sets the tone for the next.
Credits
Design and Direction:
Kate Stevenson & Natalia Jasso
Strategy Team:
Madeline Rafferty & Kate McTigue
Typography Design:
Héctor Ramirez
Supporting Designers:
Eduardo Lyl
Jeri Canales
Header Video by:
Ryan Stephens
Design and Direction:
Kate Stevenson & Natalia Jasso
Strategy Team:
Madeline Rafferty & Kate McTigue
Typography Design:
Héctor Ramirez
Supporting Designers:
Eduardo Lyl
Jeri Canales
Header Video by:
Ryan Stephens