Dickies branched into a new territory: bringing their flame-resistant (FR) garments to Canada. Their FR clothing catalog became a linchpin piece of campaign collateral, so the stakes were high. Utilizing our experience and expertise from our creation of Workrite’s comprehensive FR catalog, we came up with a design aesthetic that was distinctly Dickies, with a more modern approach.
We also had to remind ourselves that this was for a French-Canadian audience. That meant that “color” was spelled “colour,” and the only temperatures that mattered were ones in Celsius. Not exactly a different language, but a hurdle is a hurdle, and we cleared it.