Red Kap
Advertising workwear for teams that get up to get down.
In an overgrown landscape of rise-to-meet-the-challenge gritty workwear brands, we were tasked with imagining something different. The warm, optimistic energy that real teamwork runs on to get the job done right.
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Red Kap is an American workwear company that creates high-quality garments with exclusive product innovations and provides B2B uniform programs to jobsite teams.
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Campaign Development, Art Direction, Design, Copy Direction, Copywriting
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Point B is a boutique, full-service brand and advertising agency in Chicago’s West Loop.
Director of Strategy: Rebecca Arnal
Images captured at FARMUSE
A brand that’s gotten to work for over 100 years.
Since getting their start in 1923 with bib overalls and big dreams, Red Kap has been through some changes. (“Central Overall Manufacturing” didn’t really roll off the tongue). But through the big shifts and the small, one thing has remained consistent: A dedication to quality workwear that doesn’t simply clock in. It shows up.
Finding the spot where the labor meets the love.
Tough jobs. Rough shifts. Bad weather. That’s what you might imagine life on-shift to be, but primary strategic research revealed that to not be the case.
When teams feel supported the jobs feel easy, the shifts roll by, and everything looks a little sunnier.
This joyful energy was completely absent from the average business-as-usual workwear brand, and was our huge opportunity to differentiate our innovative solutions that don’t need to work harder, because they work smarter.
Solutions for passionate doers, dancing to the beats of their own drums.
Pants that flex like you do. Shirts that breathe easier. Durable gear that needs less repair, less replacement, and less headaches–directly from our design team in Nashville, at prices your team will love.
Underscoring the campaign is a dynamic brand position owning our American-made heritage with distinctive Nashville two step style.
Adding to the library of greatest hits.
While “Take This Job & Love It!” remained our lead campaign headline for brand awareness, we expanded our Music City inspired messaging to cover more ways in to exclusive innovations in product marketing.
Convincing buyers to get with the program.
Our primary metric was qualified lead generation amongst team uniform decision-makers, a target that needs bold, energetic communication to cut through the noise of their busy jobs.
More Leads - Music To Their Ears.
Gains in overall and sales-qualified leads resulted in big business wins for the client that passed on to our agency, bringing more divisions’ work into the studio for a long, successful relationship.
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