When outdoor powerhouse VF Corporation purchased Dickies they had no idea they’d also picked up two brands with more than 100 years of heritage each in the workwear industry. Yet Walls Outdoor Goods and Liberty had languished as afterthoughts—while still maintaining core groups of diehard customers throughout the agricultural midwest and rural south. As part of a dramatic brand transformation Brand Director Taylor Roberts enlisted Voicebox West to create a brand voice and identity for each brand through a two-year progression of brand copy, product copy, influencer interviews, social themes and campaign ideation.
To accomplish this we dove deep into brand essence, customer stories and product design—building a compelling and targeted identity over the course of one year. We built it out with multiple dimensional mediums from a website rework and Amazon A-plus copy project to in-depth interviews with influencers and customers for both brands. Our social ideation led to launch arcs for their Lady Liberty line, a UGC framework for the social community and a non-transactional messaging strategy for Walls that honored essential workers during the global pandemic. We even dug up brand history that had nearly been lost when organizational knowledge disappeared in corporate acquisitions.
As a statement to the role we played, Voicebox West was also invited to provide strategic input during eight brand planning conferences partnering, earning a seat at the table with the other four agencies that were enlisted for the brands. The results were incredible, with 427 % growth in DTC ecommerce, 422% increase in site traffic, 1400% growth in social audiences and a stunning 328% lift in aided awareness—in one single year.
