Agency by Others Partner Amy Finn was called by Carhartt's GMM of Innovation and Design to assist in writing the Design DNA for Carhartt Men and Women. The iconic brand, known for clothing the world’s ‘toughest’ customers, needed to translate their DNA into an ownable proposition for women. In addition, the leadership wanted Product Design Guidebooks that outlined Carhartt’s Vision and Design DNA for both men and women.
We spent some time down in ‘da bayou to better understand the brand’s hard-working customer and in market walking the floors of farm, feed and workwear stores. Going back to Detroit, we worked closely with the brand’s Design and Marketing Teams to refine the Mission and Vision, identify core DNA and translate it into clear, consumer-focused design tenets guiding product strategy and innovation.