The Challenge

A leading global manufacturer with a long-standing commitment to innovation and workforce development sought to refresh its "Grow the Trades" initiative, a campaign designed to elevate awareness of skilled trades in America.

With a rapidly evolving labor market and new generations (Gen Z and Gen Alpha) entering the workforce, the organization recognized the need for a bold, culturally-relevant update. They aimed to reintroduce the trades as a dynamic, purpose-driven career path aligned with younger audiences' values—individuality, flexibility, and impact—but often overlooked by them.

This wasn't just a creative adjustment; it was a foundational transformation to reposition skilled trades as modern, meaningful, and aspirational.

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The Wripple Solution

To meet the moment, the client partnered with Wripple to assemble a specialized team capable of delivering high-impact creative and strategic thinking at speed. Within days, Wripple matched them with a nimble trio: a brand planner, a copywriter, and an art director.

This lean, cross-disciplinary team enabled close collaboration and fast progress—without the layers of a traditional agency.

Grounded in audience insight, the team focused on reshaping outdated perceptions of skilled trades. Their approach centered on values-based storytelling—reframing the trades as a practical and empowering alternative to traditional career paths, especially for those seeking purpose and freedom from student debt.

The creative strategy and concept work reflected a fresh, bold aesthetic—modern, action-oriented, and emotionally resonant. The team’s messaging inspired and educated, while encouraging younger audiences to reconsider the trades on their own terms.

“We had a lot of great conversations with the client during this project, and they were very receptive, even to some pretty big swings on messaging and look and feel.  It made the process feel very collaborative, and we felt like they trusted our instincts!” - Ed M., Copywriter