Dickies wanted to build awareness among trend setters and early adopters and communicate its relevancy as a genuine work wear brand that has informed street wear culture.
I created the Dickies Annual to live at the heart of a BTL communications campaign that explored the diverse cross sections of niche cultures that have embraced the work wear brand. The annual combined a range of narratives that delved deep into the heritage of the brand's design and production development and paid homage to the skaters, mechanics, bikers, fixie crews and tastemakers that make it thier own today.
I generated a mix of content and used a variety of art direction that was printed onto a range of stock and page size that acted as an analogy to the brand's wide and varied appeal. The display font was inspired by the contemporary relevance and workwear heritage of Dickies. The cover functioned as a name call for the contributors to the title, with an original Mike Giant illustration used on the inside of a poster/dust jacket.
The printed book was digitised and turned into an engaging ipad app that replaced the variety of printing techniques with innovative UX and an at times unpredictable UI.
The release was supported with events across Europe, online PR and a social media strategy to connect consumers to the digital version who couldn't access a Dickies retailer.