Truewerk
No Sweat
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.With Truewerk's hot weather campaign, they take ownership of cool,
dry and moisture-wicking workwear. And they do it with two words: No Sweat. This clean, concise, definitive statement with a subtle double
meaning gives Truewerk the ability to communicate not only heat and sun
defense, but an easy, stress-free way to gear up.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.Branding.
Campaign.
Commerce.
Strategy.
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