On the last days of July, about 20,000 lightning bolts flashed upstairs. The thunder here was so intense that at night I wondered whether that ceiling would come down as a second blanket. It didn’t. The next day we gathered our bits and bobs and dashed off to work to puzzle over which password belongs to which device, and later to consider whether one can eat anything other than grilled sausage and new potatoes for supper.
Things are going to be shaking up in other areas this autumn as well. These are exciting times. Pete and I sat in exile in the meeting room for the last week of June while the Dimex office in Leppävirta was being renovated. It’s only right that a brand company now has a brand office. We’ll read the final feedback on the new office from the expressions on our visitors’ faces.
We also did a bit of shopping in the summer – namely, a nationwide TV campaign for September. The “työmiehen vaatteet” (working man’s clothes) commercial has now been on display alongside rally broadcasts on MTV3 Max and in the Helsinki region on MTV3. I had to chuckle when, several times in the spring, I got the answer “well of course I’ve seen your ads” when I asked whether the brand was familiar. It was important that we didn’t just create wallpaper; the ad had to make an impact even on people who don’t yet know Dimex (poor souls, what a great thing they’ve been missing from their lives..).
In the autumn, Dimex’s marketing elves are already busy preparing for next year as well. On the crafting list are the renewal of the catalogue and especially the website. The online service has to serve the customer and reflect the same humbly badass attitude that we bring to the collection and everything else we do. The catalogue focuses on the products themselves and on urgent, precise information. The website can hold a few sacks more info, but very few people enjoy aimless gimmickry. We only get fancy when we mean business. We’re now building tools for those who buy workwear and for those who have chosen to work in this country with their clothes on. In the kick-off meeting for the project I realised I’m not all-knowing after all. We need help. What should the site definitely include? What should there be more of, and what is already way too much? Now it’s time to educate me – just drop mail in the box.
Welcome back to work, let's start figuring out what the job is this fall and with these hustle and bustle.