Energy collection launch
How can we connect real arborist life to the story behind the pink-camo sun hoodie release?
In order to support the launch the limited-release “High-Vis Pink Camo” Sun Hooie in collaboration with Colorado-based Maloney Tree Care, 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 (Technical Workwear)
Brand Challenge: Showcasing the diversity of the “Modern Tradesman.”
Role: Creative Strategy, Photographer
Collaborated With: Creative Director, Brand Director
Creative Brief
Company Overview:
TRUEWERK is a leading maker of performance apparel for tradespeople—combining the technical precision of outdoor gear with the utility demanded by the trades. With the motto “For when your best matters most,” the brand is driven to modernize workwear and elevate expectations across the industry. At its core, TRUEWERK exists to serve the men and women our society relies on every day.
Project Overview:
TRUEWERK partnered with Maloney Treecare to launch the limited-edition High-Vis Pink Camo Sun Hoodie—built for visibility, safety, and identity in the field. The campaign aimed to showcase the product while reinforcing TRUEWERK’s connection to the culture and community of arborists.
Project Goals:
Generate excitement and community; communicate brand direction through the showcase of the High-Vis Pink Camo Sun Hoodie.
Deliverables:
Field and lifestyle imagery capturing the High-Vis Pink Camo Sun Hoodie in action.
All assets aligned with TRUEWERK’s brand guidelines and visual identity.
Target Audience:
TRUEWERK loyalists who expect bold, high-performance gear that celebrates the trades.
Brand Positioning:
TRUEWERK is redefining modern workwear—fun, functional, and grounded in the real demands of the trades. The brand blends high-performance, technical apparel with a deep respect for the trades and tradition.
Competitors:
Carhartt, Dickies
