The challenge with selling direct-to-consumer for TRUEWERK meant customers had no idea where the brand really came from, no real sense for the soul of the company. The truth is TRUEWERK was uniquely born out of Colorado - life outdoors directly informed how we design our workwear.
So to ground and humanize the brand, we launched Born & Raised, a 360 campaign that told the stories of three groups of skilled tradesworkers in Colorado. Across direct mail, TV, PR, and paid, Born & Raised offered a firm handshake to newcomers to the brand.
Creative Direction: Rob van Wyen
Design: Jason Miller
Copy: Katie Bradley Barrett
Photography: Geoff Shirley, Ryan Murphy
Art Direction: Ryan Murphy
