After 3 years of growth and evolution, it was time for this Nashville-based custom denim brand to revisit their public presentation. We developed a creative pivot that wasn’t so much about change as it was enriching the experience of ordering made-to-measure jeans. With refreshed imagery provided in collaboration with Kate Dearman, Baucom Denim updated their look with bright-eyed but subtle nods to turn of the century workwear advertising. We focused on the collaborative process of custom garment construction with traditional methods on antique machines, while staying true to the friendly, DIY heart of the brand.