Truewerk

As Truewerk prepared for pivotal initiatives—such as raising funds and a new website—they needed to evaluate and fine-tune their brand narrative and identity. We performed a thorough audit of Truewerk's brand, restructured their brand framework to be better defined and well organized and laid groundwork for further improvements on narrative and visual identity. During the brand strategy phase, we created a thorough map of Truewerk's competitive landscape. We were able to identify a market gap and establish a target for future positioning.

Truewerk's structural logotype mark was a good fit for the market and had built up appreciable brand recognition. Nonetheless, the design itself had technical issues that made the wordmark feel unpolished and introduced inconsistency when the logo was printed and embroidered on the product. We redrew the custom wordmark to solve these issues while preserving the integrity of the original mark. Our final touch was opening the closing "k" to add a unique visual accent while bringing balance to complement the open "T".