Natalia Jasso


SELECTED PROJECTS 


Stanley 1913
BRAND REFRESH & GUIDELINES [COMING SOON!]


Dickies

IDENTITY  

CliniqueIDENTITY


Hongueras PjiekakjooIDENTITY


Kohl’sIDENTITY


Me!BathBATH PRODUCTS [PASSWORD PROTECTED]


MontoFINTECH


JuantonsFROZEN FOOD 


YokoRESTAURANT 



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



      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.

      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