Illuminating the intertwined creativity, craftsmAnship, and community between design and ranching.
TRUEWERK BRANDING DAY
A Designer and Ranchers Story
In order to launch this limited-release “Branding Day” shirt we focused on telling the story of a truly multi-faceted individual. Jay Ferracane works as a branding and strategy professional while living on a wild Mustang ranch, with a daily mountain bike ride thrown in.
Our task was to capture lifestyle imagery for TrueWerks’ limited edition release of the “Branding Day” Western Cloud Shirt. Jay designed the southwest pattern acknowledging the deep cultural and historical significance of the American West. More broadly using the shirt as a vehicle to tell the story of Jay as a graphic designer and his family’s mission for wild mustang rehabilitation.
Client: TRUEWERK ( Tradesmen Apparel )
Brand Challenge: Showcasing the diversity of the “Modern Tradesman.”
Role: Creative Strategy, Photographer
Collaborated With: CEO, Creative Director, Brand Director
Creative Brief
Company Overview:
TRUEWERK positions itself as the leading designer and maker of performance tradesmen’s apparel. Combining the highly technical purpose-built style of the outdoor apparel industry with the purpose-built utility demanded by the trades. Their motto is “For when your best matters most”. Motivated to modernize and elevate the expectations and demand of the workwear industry TRUEWERK is a brand that views itself as a brand in service to the men and women on whom our society depends.
Project Overview:
Branding Day is TRUEWERKs’ celebration of the tradition and craftsmanship that ties ranching culture and design together; telling that story through an individual who embodies both. Jay Ferracane is the designer of the loud southwestern print on the shirt and the owner and operator of a wild Mustang rescue in Colorado’s front range.
What is Branding Day?
Branding Day is a day of heavy cultural significance in the ranching community, the branding of the springs’ new calves. Historically an event celebrated
Project Goals:
Generate excitement, community and communicate brand direction through the showcase of the Branding Day shirt.
Deliverables:
Field and lifestyle imagery supporting TrueWerks launch of the limited edition Branding Day Western Cloud Long Sleeve shirt. All imagery captured and edited in compliance with brand guidelines, furthering brand image.
Target Audience:
Ranchers, Farmers, Agricultural Tradesmen | Project launched in time with summer branding season
Brand Positioning:
Modernize the workwear industry, positioning Truewerk as a fun-loving brand demonstrating their understanding of what it means to work in the trades through their dedication to high-performance, highly technical, purpose-built tradesmen apparel.
Competitors:
Carhartt, Dickies
Style guide
HERITAGE Driven , modern CRAFTSMANSHIP
Imagery Guidelines:
Imagery in service to the raw, fun-loving, hardworking community of tradesmen. Capturing beautiful, professional imagery that celebrates every aspect of their trade, from early cold mornings to work in the blistering sun.
Brand Identity:
Imagery serves as an integral part of defining TRUEWERKS brand, showcasing their product in the environment it is designed for. Documenting the realities of the job site is vitally important to maintaining authentic brand values and acknowledging their roots. The images are dramatic but not unrealistic, beautiful but raw, and most importantly celebrate the culture, communities, and traditions of the trades.
See How my imagery was used for Branding day.
