The challenge was to develop a professional grade workwear clothing line from the ground up, and create a comprehensive brand identity to resonate with a broad range of customers: the fans of bike builder Jesse James, professional tradesmen, and blue collar workers.

The branding / advertising scope included development of the logo and identity, product naming, a library of authentic WPA-inspired workwear photography, product brochures, advertising, website design, vehicle wrap design, and POS. Product and packaging required internal and external tag designs and labels, trims design, tread design, hang tags, pocket flashers, informational stickers, soft and hard packaging and national tour point of sale materials.

The clothing line went from concept to stores in 8 months. This was a dream project. It was as challenging as it was rewarding. A selection of the WPA-inspired assets appear after the branding elements.

Executive Creative Director: Jesse James
Creative Director: Paula Neff
Art Directors: April Larivee, Chhun Tang
Photography: Dan Winters
Illustrators: Chris Martin, Tanner Goldbeck, Jason Cruz
Apparel Director: Lori Edwards-Polakoff