Natalia Jasso
SELECTED PROJECTS
Dickies
Clinique
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 there! I'm Natalia, a graphic designer who loves bringing inspiring projects to life for design-oriented companies. I specialize in conceptual thinking and expressive design. If you need help with Brand Design, Editorial Design, or creating unique graphics for your merchandise, feel free to reach out to me!
Let’s work together →
IDENTITY + BRAND GUIDELINES
Dickies
Dickies
About the project
Dickies is a beloved brand among various makers, yet it struggled with a unifying brand vision. To address this, Dickies needed clear brand tenets and a visual language that would resonate with a new audience while staying true to its core. The competition often portrayed work through clichés like hardhats, hammers, and strong men, prompting us to redefine what work truly looks and feels like. We focused on the texture of making and the spirit that inspires it.
We discovered a unifying global mindset centered on the journey of making rather than just the destination. To create a unified vision for Dickies' next 100 years, we evolved their brand foundations and developed a new visual identity. This included an optimized logo, a custom font, photo direction, new retail concepts, and voice guidelines for social media and their website.
We housed this cohesive system in The Foundation, an interactive Figma tool designed to guide and inspire creatives. Our new visual identity and retail guidelines are now enhancing Dickies' design concepts in over 1,500 stores worldwide, inspiring new campaign ideas and ensuring a consistent brand voice across their three distinct audiences: workwear, work-inspired, and skate.
Dickies is a beloved brand among various makers, yet it struggled with a unifying brand vision. To address this, Dickies needed clear brand tenets and a visual language that would resonate with a new audience while staying true to its core. The competition often portrayed work through clichés like hardhats, hammers, and strong men, prompting us to redefine what work truly looks and feels like. We focused on the texture of making and the spirit that inspires it.
We discovered a unifying global mindset centered on the journey of making rather than just the destination. To create a unified vision for Dickies' next 100 years, we evolved their brand foundations and developed a new visual identity. This included an optimized logo, a custom font, photo direction, new retail concepts, and voice guidelines for social media and their website.
We housed this cohesive system in The Foundation, an interactive Figma tool designed to guide and inspire creatives. Our new visual identity and retail guidelines are now enhancing Dickies' design concepts in over 1,500 stores worldwide, inspiring new campaign ideas and ensuring a consistent brand voice across their three distinct audiences: workwear, work-inspired, and skate.
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