Dickies
Celebrating the self- expression that makes a team work.
Uniforms have gotten a bad reputation, being seen as boring, constricting, and conforming. But for a legendary brand like Dickies, as recognizable on the streets as it is on the shift, we had a unique opportunity to flip the script and position their workwear’s dependable consistency–not conformity–as the amplifier that strengthens each individual’s unique role and personal work style on the team.
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Workwear Outfitters is the world’s workwear authority, and leading manufacturer of innovative work apparel and footwear. Based in Nashville, Tennessee, the company employs more than 5,800 people in facilities spanning the globe.
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Campaign Development, Creative Direction, Shoot Direction
Account Director: Katie Funk
Director of Strategy: Rebecca Arnal
Lead Art Director: Sabina Syed
Imagery captured by Anthony Tahlier
Motion captured by Samer Studios
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Point B Communications is a boutique, full-service brand and advertising agency in Chicago’s West Loop.
2026 Palmer Marketing Awards Winner: B2B Innovation
Finding the insights to thread through.
We employed a lengthy strategic research phase to uncover the core truths of our industries, their uniform decision makers, and ultimately–the wearers themselves. What unifies them, and what unoccupied territory we could claim that would change their perception from uniforms being what they have to wear, to being what they want to wear.
Today’s Millenial and Gen Z workers are not interchangeable one-size-fits-all pieces in a machine, and they never have been. When they believe that the work is stoic, and that there is no room for their own expression–they believe there is no room for them. They are effectively clocked out.
But when they are recognized and lifted up for the personal work style that each one brings to their specific role, they clock in and do it better. Faster. Comfier. Because with the best quality backup on the job, they give their best quality work. With consistency, not conformity. And that means consistent wins for the business.
It’s about consistency.
Not conformity.
When your team is anything but uniform, they need workwear that accelerates their personal work style, not hold it back. Durable fabrics that feel and look better, longer–on the move, under the hood, in the freezer, and at the front desk–with the iconic Dickies tag that carries along with it our legendary pride, proven over a century of consistent doing.
The Initial Strategic Campaign Concept
We envisioned a full team at work, each person contributing uniquely through their own personal touch, with small storytelling moments highlighting how their individual working style is amplified by their Dickies uniforms.
The Final Key Visual
Our final art direction brought the team forward in a bold portrait style, as if they had gathered for a team photo before beginning their shift. They are confidently aware of the camera, and quietly proud of what they own on their team. This is their iconic moment.
A full website redesign
One of the largest projects of this campaign was transforming the Dickies B2B website into a true workwear resource that represented both their authority and also their brand commitment to supporting personal work style for teams.
Anything But Expected.
Anything But Ordinary.
After hundreds of hours spent by dozens of team members from every creative discipline over the course of a year and more, we had created a distinctive, award-winning campaign.
One much greater than the some of its parts, where every contribution made something bigger and more special than it ever could have on its own.
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