The founding principles of Truewerk are all about providing trade workers with modern, technical workwear designed specifically for their daily needs on the job site. Their team approached Pattern to rethink their brand mark, visual identity, storytelling approach, and eCommerce experience in order to bring to life Truewerk's new brand platform: "Trade Up." Pattern started off by spending extensive time with the Truewerk founding team talking about why the brand was started, where the idea came from, and what it means to work in the trades in a society that sometimes doesn't value manual labor and trade work as highly as it should. After a deep and thorough discovery phase where everything was laid out on the line, the teams decided on a path forward — gutting things to the studs and starting from scratch.

Starting with rapid, high-level explorations on the logo mark & icon, Pattern & Truewerk collaborated on a weekly design cycle to stay aligned, share feedback in real-time, and build off of successive design decisions. As the work progressed, the final contenders were sharpened and scaled into detailed iconography, typography scales, visual systems, graphic layout, and color system explorations until Pattern and Truewerk collectively settled on new brand identity and visual design system.

In order to make sure that the eCommerce site served as the key expression of the brand, Pattern began core UX design sprints while simultaneously working on the brand identity. This allowed for testing brand ideas out quickly to assess how they could scale, while also giving the team space to explore how micro-interactions, taxonomy, navigation models and storytelling could come to life in the digital experience. This iterative process and dual-track approach to UX design and branding ensured that Truewerk's core brand tenets and important business requirements were fully baked into each wireframe, component, visual asset, and experience.