At That’s Loggin’, we didn’t set out to play to stereotypes. We set out to challenge them.

Logging has always been painted with a broad brush… oversimplified, misunderstood, and often dismissed as outdated or destructive. But the truth is, today’s forestry professionals are strategic, resilient, and deeply committed to stewardship. That’s the story we’ve been telling.

From the start, our goal with That’s Loggin’ was to build a platform that reshapes how people see logging, forest management, and the individuals driving the industry forward. And we knew we couldn’t do that with empty words; we had to show it.

So, we leaned hard into visual truth.

The imagery we’ve built is dynamic… sunlit silhouettes through sawdust haze, steel rigs framed by Oregon’s canopy, crew members in motion, layered in grit and focus. But it’s also honest. No filters. No performative posturing. Just real people doing real work.

That authenticity is what’s shifting the narrative.

We’re not just showing machines; we’re showing the mission. That today’s logging is about sustainability, wildfire mitigation, biomass recovery, and keeping rural economies alive. That the people behind these operations are more than a punchline they’re builders, thinkers, and stewards of the land.

Through every reel, carousel, and behind-the-scenes capture, we’ve been driving attention toward the future of this industry. Toward the workforce that shows up before sunrise, toward the young professionals stepping into legacy roles, and toward the land itself, which demands care not conquest.

We’ve been called rednecks. And in many ways, we wear the grit proudly. But we’ve shown we’re more than that. We are creatives, leaders, and voices for an industry that deserves respect.

This page is only the beginning. The narrative’s changing… because we’re writing it in real time.