TRUEWERK
For the toughest jobs and the coolest heads
Industry
Performance Workwear
Project
Brand Evolution & Creative Direction
Scope
Brand Strategy
Creative Direction
Art Direction
Campaign Development
Visual Identity
Retail
Packaging
Digital Experience
TRUEWERK was built around a simple idea: workwear should perform as hard as the people wearing it. Combining technical innovation with a modern approach to utility, the brand challenged the conventions of traditional workwear with clothing designed for movement, comfort, and demanding environments.
What began as a campaign to bring this philosophy to life evolved into a broader rethinking of the brand’s visual identity. As TRUEWERK expanded into retail, the work established a flexible design system capable of translating its distinctive attitude across every touchpoint, from product hangtags and catalogs to packaging and digital experiences.
New photography standards brought greater consistency and character to the brand, connecting product performance with the people and environments it was designed for. Together, these initiatives created a cohesive visual language that could support TRUEWERK’s growth while preserving the authenticity and practical spirit at its core.
Project
No Sweat
Picture this—it’s one hell of a scorcher...we’re talking 102° in the shade.
Everyone at the site is sweaty, swampy, and soaked.
But not you. You’re impossibly cool and dry in light, flexible,
barely-there gear to beat the brutal summer heat. Truewerk’s crazy-smart moisture-wicking tech and UPF 50+
sun protection defend you against rising temps and harmful rays. A long day’s work in the sizzling, sweltering heat?
We’ve got you covered from head to toe. No Sweat.Throughout the campaign,
different kinds of heat is explored. From sizzling sunbeams to boiling blacktop, from muggy masonry
to steamy steelwork, and from stress-filled sites to perfect pit stops.
No matter what kind of heat you’re feeling, it’s no sweat.It’s not just about the number on the thermometer.
Warmth in motion
Imagery is warm and higher contrast
to both exude hot summer heat while also highlighting technical fabric details. In comparison to where Truwerk was, jobsite imagery is simplified so that their audience can easily understand what they sell, while still providing context. Benefits are shown through how tradespeople actually move on the job site—not standing still, but in motion—always remaining performance focused.
In mailbox and on screen
Truewerk's No Sweat campaign spanned direct mail (including a 20 page catalog), billboards 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.
Complimentary macro imagery is used to highlight performance features, alongside standalone product imagery.
Creating a vast system and library of imagery helps design and marketing to create dynamic layouts to best speak to each product.
Using tradespeople of different backgrounds, skillsets and ages provides a universal trust within the industry.Photography by Anthony Blasko & Jason Kim
Copy by Dave Campanaro
Video by Matthew Hayes