READING, BUILDING, communicating and SEEING OPPORTUNITies IN BRANDS
As a Brander I'm trained in analysing brands and their target group and seeing opportunities in the results. I know what it takes to create a strong brand from A to Z and how to communicate this to the outside world. I specialised myself in the editorial & visual field.
Graduation project - AMsterdam fashion institute, branding
"I Work In
Last year, I graduated from the Amsterdam Fashion Institute with a new plan for Dickies Life.
Dickies Life is the lifestyle extension of Dickies based in Europe. I researched an opportunity for the Dutch market.
I've done target group research, rebranding of Dickies life, created an campaign plan and campaign video example.
More in depth, in Dutch.
Work in Dickies - graduation project
Work in Dickies is an fictional proposal for the Europe lifestyle extension of Dickies, Dickies Life.
This project consists of:
- Target group research
- Rebranding proposal for Dickies Life
- Campaign plan, including an example video for the video campaign.
found an opportunity
Dickies Life is the European lifestyle extension of Dickies. The ambition of building a strong consumer relation in combination with a new and growing target group, could make Dickies Life more relevant than ever.
The new target group "Young Urban Creators" knows the brand but only for its functional purposes.
The "Young Urban Creators" live in a community and have a need for a brand that supports them more in the way they live/work/preform/have fun and wish to look like.
So the target group likes the product, but is not attracted to the brand because of the lack of communicating a lifestyle. While Dickies Life wants to be a lifestyle brand. With this I saw a win-win opportunity.
What did i do?
I rebranded Dickies Life and developed a way to connect with this new target group. This through the "Work in Dickies" campaign.
This campaign is built on:
- Dickies origine in workwear
- The insight in how the "Young Urban Creators" work. They work together in small collectives. Everyone has their own specialty and together they want to make a profession of this.
With this campaign we position Dickies as the new creative working uniform for the "Young Urban Creators". So they can keep looking good, on and off the job.