Built to work.

Dickies is an American tradition. For over 100 years the brand has embodied the spirit of those who get the job done right. Adam co-led the creative on Dickies for two years and launched a new campaign that brought the brand back to its roots.

The Dickies brand book was inspired by an original 1950s pocket-sized “seed book” used by American farmers for record-keeping. I interviewed the core audience and redeveloped the brand’s story to be as inspiring for Dickies employees as it is for the workers who rely on the products every day.