Celebrating the culture, commitments and craft of life as an arborist
TRUEWERK
Maloney Treecare Collaboration
In order to support the launch the limited-release “High-Vis Pink Camo” Sun Hood in collaboration with Colorado-based Maloney Treecare we focused on telling the story of life as an arborist, and the best way to do that was from the trees. Showcasing Deacon Maloney and his team of arborists in the canopy doing what they love.
Client: TRUEWERK ( Tradesmen Apparel )
Brand Challenge: Showcasing the diversity of the “Modern Tradesman.”
Role: Creative Strategy, Photographer
Collaborated With: 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:
The collaboration with Maloney Treecare through the High-Vis Pink Camo Sun Hoody is the next step in TrueWerks’ continued commitment to tradesmen and women. The pink camo is not only a display of brand identity for Maloney Treecare but also serves as a tool of safety ensuring each arborist is highly viewable. Imagery needed to both showcase product and display brand positioning.
Project Goals:
Generate excitement and community; communicate brand direction through the showcase of the High-Vis Pink Camo Sun Hoody.
Deliverables:
Field and lifestyle imagery supporting TrueWerks launch of the limited edition High-Vis Pink Camo Sun Hoody in collaboration with Maloney Treecare. All imagery captured and edited in compliance with brand guidelines, furthering brand image.
Target Audience:
TrueWerks die-hard customers who have come to expect high-energy, fun-loving apparel that celebrates the deep culture found in the trades.
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
