dimex

HOW TO Reinvent workwear excellence?

dimex logo

Brand Renewal

 

Category

Brand

Industry

Construction

THE CLIENT

Dimex is a Finnish workwear brand established in 1982, which designs, manufactures, and sells workwear for the construction, logistics, industrial, property maintenance, and landscaping sectors. The company's headquarter is in the municipality of Leppävirta in Northern Savonia.

TL;DR

We helped Dimex boldly revitalize its brand and message, seeking to achieve strong growth. Superson's dream team of passionate professionals aimed to transform Dimex into a world-class workwear brand. 

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MISSION

Rooted in tradition

Dimex is a trusted Finnish workwear manufacturer with roots deeply embedded in the soil of Leppävirta. With a new ownership structure, Dimex aimed to boldly revitalize its brand and message, seeking to achieve strong growth and credibility in the future, both within the metropolitan area and beyond the borders of Finland.

In this project, a balance was sought between a modern and credible approach, while always keeping in mind the loyal users of Dimex – the members of the Dimex tribe.

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SUPERSON SOLUTION

BOLD BRAND RENEWAL WITH A MODERN AND CREDIBLE APPROACH

Multifaceted specialists immersed themselves in Dimex's roots which resulted in a bold brand renewal anchored in Finnish resilience. 

DREAM TEAM

tailor-made copy & fashion-forward design

From our network of specialists, we tapped into a copywriter who has a background as a tailor and an art director who has previous experience in working with fashion brands. The dream team for revitalizing a work-wear brand. 

PROCESS

ROOTED IMMERSION, resonating results

The project kicked off with a workshop in Leppävirta, where the team immersed themselves in Dimex's roots, got to know the staff, and learned about the company's way of operating. Close collaboration with the Client team ensured an outcome that truly resonated with Dimex and its workers. 

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    Jussi Solja, Copywriter Norway
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THE SUPERSTARS

Marko Vuorinen, Creative Director 
Joonas Jansson, AD
Juha Mustonen, Photographer
Petteri Tirkkonen, Sales and Marketing Director, Dimex
Taru Lahti, Design and Product Development Director, Dimex
Sini Memonen, Marketing Manager, Dimex
Kyösti Karhunen, CEO, Dimex
Laura Ylä-Ajos, Producer
Annamari Elsilä, MUA
⁠Emilia Laitanen, Stylist
Anna Komonen, Stylist
⁠Titta Heikkonen, Client Partner


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THE CREATIVE SOLUTION

Crafting a bold brand renewal anchored in Finnish resilience

The project encompassed visual identity, tone of voice, messages, slogan, a new visual concept, brand photos and a marketing communication strategy, all anchored in Finnish resilience.

The slogan Raised by North Wind encapsulates the toughness and resilience that are the core of the Dimex brand. It aims to motivate and empower individuals to embrace their inner strength and confront any obstacle that comes their way. At the same time, it honors the brand's Finnish heritage.

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The collaboration was seamless, problems were swiftly resolved, and the entire team was focused and on point.

Petteri Tirkkonen
Marketing & Sales Director Dimex
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Hello, future

Client :)

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