Dockers
Objective
Dockers, the iconic menswear brand under the Levi Strauss & Co. umbrella, was facing a brand perception problem. While widely recognized and trusted, Dockers had become synonymous with a dated, corporate casual style that didn’t resonate with younger, style-conscious consumers.
As the brand prepared to reposition itself in a more competitive and evolving apparel market, it needed a fresh visual and messaging approach, one that honored its heritage but reflected a new attitude.
Scope
Go-to-Market Strategy
IA & UX
Website Design & Dev
Launch Campaign
Email Marketing
The Solution
Designs reflected the new Dockers ethos: easygoing, effortless, and distinctly Californian, with a modern edge that spoke to versatility and confidence.
From 2010-11, Steve Barretto was the creative director at Silverlign, the agency that handled the Levi’s brand online presence and customer experience, from engagement to customer migration across segments. His role was to translate the refreshed brand positioning into clear, confident, and stylish communications that felt as polished as a consumer campaign.
Balancing excellent creativity while meeting business objectives, Steve developed and managed Levi’s creative direction across the entire digital marketing ecosystem—art directing video production and on-model/product photoshoots—applying seasonal creative concepts across the e-commerce website, email marketing, and social media channels.
Impact
Through strategic design with purpose that inspired belief and alignment, Dockers re-entered the style conversation refreshed, relevant, and ready for a new audience.
The internal brand launch helped Dockers rally teams around a shared identity, laying the groundwork for its external rebrand.
