Branding Day

A Designer and Rancher’s Story

To support the launch of TRUEWERKS’ limited-release “Branding Day” shirt, we told the story of Jay Ferracane—a branding professional, graphic designer, and owner of a wild mustang rehabilitation center. capturing lifestyle imagery of Jay in the Western Cloud Shirt, in a Southwest pattern which he designed, honoring the cultural roots of the American West and the importance of Branding Day to the ranching community. The shirt became a lens to share both his creative work and his family’s mission to rehabilitate wild mustangs.

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 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:

Branding Day is TRUEWERK’s tribute to the craftsmanship and tradition at the intersection of ranching and design—told through someone who embodies both. Jay Ferracane, designer of the shirt’s bold Southwest print, also runs a wild mustang rescue on Colorado’s Front Range.

WHAT IS BRANDING DAY?

A culturally significant event in ranching, Branding Day marks the springtime branding of new calves—a tradition that brings communities together and honors generations of labor and land stewardship.

PROJECT GOALS:

Strengthen brand connection to tradespeople and ranching culture.
Further TRUEWERK’s brand voice and identity.

DELIVERABLES:

Field and lifestyle photography of the Western Cloud Long Sleeve Shirt
Visual assets aligned with brand guidelines and storytelling strategy

TARGET AUDIANCE:

Ranchers, farmers, and the Ag community
Launch timed with summer branding season

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.

COMPETETORS:

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.