Truewerk
Born & Raised
Overview
Truewerk is committed to fixing what’s broken in workwear and passionate about elevating the men and women who make our world work.
Truewerk is born and raised in Colorado. Which means the founders spent a whole lot of time working outside, whether building homes, fabricating metal, or reeling in cutthroat. They had to learn to thrive in extremes. And that's what led to the creation of Truewerk, a workwear brand that allows trade professionals to do their best work in any environment.The Born & Raised campaign highlights a few friends from leading-edge trade companies in Colorado, putting the pieces to use. Whether it's the weather, the people, or the landscape itself, in some unique way each of them found themselves built and shaped by their environment. And now, with some help from Truewerk gear, they're out there building and shaping their industries right back.Project
Born & Raised
"Where ya from?" I was taught that when you meet someone, you get their name, give a firm handshake, and ask where they're from. It's a question that's more than small talk. Because our environment shapes us.
—Brian Ciciora, Founder and CEOBranding.
Campaign.
Commerce.
Strategy.
The diversity of weather, landscape, and lifestyle is considered in everything Truewerk creates. The summers are especially rough—the heat, the sweat, the glare. But there's actually no such thing as bad weather. Just bad gear. At Truewerk, ideas are born, expectations are raised, and it's no coincidence that these things are happening in Colorado.While the community comes from across the globe, TW’s birthplace is Colorado.
“What we wear matters.”
We work with a lot of wood and steel so our clothes are prone to rips and holes. We've torn jeans before, but with Truewerk's flexible fabric we don't have to worry about that.
—Landon Norton, Coffman Construction
In mailbox and on screen
Truewerk's Born & Raised campaign spanned direct mail (including a 24 page catalog) and digital ad spots across traditional television, connected tv platforms and other various social media platforms. The goal was to increase brand awareness and reach new customers across the 50 contiguous states.
By showing real tradespeople on real worksites, we can be authentic while highlighting Truewerk’s performance.
Lighting is warm and natural, moments have grit and the tradespeople are true brand ambassadors.
Using tradespeople of different backgrounds, skillsets and ages provides a universal trust within the industry.
Photography by Geoff Shirley & Ryan Murphy
Design by Jason McShane Miller
Video by Lumenati