Over a Century On the Job
Client
DICKIES
Year
2023
Role
Strategy, UX, UI, Design
PLATFORM
salesforce
INDUSTRY
Apparel
OPPORTUNITY
Dickies, a classic American workwear brand, sought a new site design that optimized shoppability and emphasized a clear and customer-friendly experience. Following an internal rebranding process, they aimed to relaunch their brand to increase conversions and improve engagement with their core audience.
SOLUTION
Elva crafted an inspired new look to more meaningfully connect with Dickies’ audience through a strategic integration of content and commerce. A fresh ecommerce design system enabled Dickies to relaunch their brand with an emphasis on shoppability and brand storytelling.
An Inspired New Look
Elva built Dickies’ online experience to resonate with their audiences – from traditional workwear customers to skateboarders and baja racers – through updated imagery, typography and unique iconography.
Shoppability Takes Center Stage
Using UX best practices, Elva created a highly shoppable customer experience with clear and updated interactivity, making it intuitive to navigate and easy to locate products.
Elevated Storytelling
Elva built a library of flexible content modules integrating merchandising and storytelling throughout the digital experience that allow Dickies to engage their audience through impactful visual narratives.
A Focus on Mobile
Elva delivered a holistic best-in-class shopping experience for mobile, making it seamless and easy for Dickies’ customers.
Integrating Content and Commerce
Aspirational imagery and text appeal to different audiences and demonstrate how customers wear Dickies’ apparel, whether it’s on a construction job or skateboarding. Links to products appear in the story content, allowing customers to shop what they see.
New Iconography Makes a Statement
Elva conceptualized and reimagined a new icon set to replace Dickies’ existing iconography, making a clean and cohesive look with icons that are easy to understand.
Get to Work
Dickies’ has produced workwear that reflects the quality and grit of American workers since 1922.
Elva’s updated digital experience, with a focus on storytelling and shoppability, enabled Dickies to relaunch their brand and remain true to their American worker heritage.
