About The Shirt Company
The Shirt Company is a British, London-based brand specialising in premium, exquisitely crafted shirts for women. It was founded by Donna Middleton in 2010 with a commitment to providing customers with a perfectly curated range of shirts.
The problem: The need for an evolution
The Shirt Company had reached a point where evolution was essential, and Donna was searching for guidance and a clear, structured strategy to take the business to the next level. She wasn’t quite sure of where to begin, and the uncertainty made the process harder.
The solution: ALIGN and a complete rebrand
The Brand Audit – a bespoke ALIGN Diagnostic report. An introductory call escalated into a complete brand audit, delivered as a bespoke ALIGN Diagnostic Report, which also included a creative audit.
We used structured strategy sessions and open dialogue to help Donna crystallise her thinking and establish opportunities and actions. This includes an established framework of questions to explore their aspirations, business goals, and challenges, followed by a creative immersion session where we visited her business. This allowed Donna to showcase her designs and walk us through all aspects of her business.
After a period of reflection and preparation, I then delivered a full report based on the findings in previous meetings, as well as competitor and market research. This report includes a summary of objective observations and recommendations for next steps.
Here are some of the key benefits of such a Diagnostic report:
- Reflection of your answers
- Benchmark your business
- Find out your strengths and weaknesses
- Discover real opportunities
- Advice on key action points and next steps
The client’s feedback: The best in the business
After the first day of collaborating with Yulan Creative, I instantly knew I was working with the best in the business. Joanne has a deep understanding of fashion business challenges within an ever-changing landscape and was able to provide remarkable strategies tailored to our unique needs. Within a few months, we saw immediate results in sales and business efficiency. Beware, Joanne is brutally honest -she’ll spot all ineffective areas of your business and speak directly before providing steadfast and exceptional solutions. A business mindset, coupled with first-class design and creativity, is a unique blend that Joanne possesses in abundance. She’s a people person, a great listener and effortlessly makes problem-solving fun.
Creative Execution – The Shirt Company rebrand
The ALIGN Diagnostic report led to the second stage of the project: the rebrand.
Donna asked us to lead the implementation of her rebrand, creating a new identity and company logo aligned with her evolved vision. We began with practical, clarifying questions. The early stage of creative direction often involves removing what the client does not want to build, which shapes a clear and defined creative space. We asked questions such as:
- Do you envision a logo with a wordmark, an abstract mark, or a combined mark?
- How should the identity feel: curvy, classic, traditional, modern, bold or minimal?
- What emotion do you want your audience to feel?
These questions may seem conceptual, but they are vital. They allow us to build the story, shape the design direction and begin to form the visual language.
For The Shirt Company, several directions emerged from keywords and themes. The brand aesthetic has always carried a vintage-inspired, unapologetic femininity. We envisioned a woman with quintessentially English elegance and a passion for European culture. Someone who once lived in Paris, returning later in life and rediscovering the magic that first captivated her.
We presented three design concepts. Donna chose the boldest and most minimal. Influenced by vintage couture houses, the abstract marque incorporates the three initials of The Shirt Company, evoking a timeless quality that suggests it has always existed. A classic serif typeface balances the strength of the abstract mark, completing the refined aesthetic.
The result: Marking The Shirt Company as a trusted destination
From when we first started working together to the launch of the rebrand, The Shirt Company has grown from a niche label into a trusted destination. With a clear path, authentic messaging, and a business plan in place, Donna and her team can continue to develop the business along with their growth.
With elegance and a belief in the power of slow fashion, they will continue to redefine modern shirting through expert craftsmanship, specialised fittings and unique statement details to elevate the everyday.
We are thrilled that the rebrand has just been unveiled at the press day with Trace PR.
The client’s feedback: A brand identity we are truly proud to share with the world
Rebranding with Yulan Creative was an incredibly smooth and inspiring process. Joanne took the time to deeply understand our brand’s journey, from its inception to where we stand today, and translated that insight into a bold, modern identity that feels both authentic and forward-thinking. She elevated our visual presence to a whole new level, positioning us for growth both now and into the future. The result? A striking, confident, and contemporary wordmark and graphic identity we’re truly proud to share with the world.
Our takeaways: The importance of a shift in mindset
Taking the next step is often not as straightforward as you’d think for business owners. Sometimes it’s easier to stay with what you know than to take the next step towards innovation and progress. A shift in mindset is crucial, and it was Donna’s dedication to developing that allowed this rebrand and alignment to happen. She was ready to make tough decisions, listen, and forge ahead with renewed energy.
The timing was perfect. The Shirt company is celebrating its 15th anniversary.
If you are a brand or business owner ready to take your business to the next level, why not reach out?
Book a free discovery call through here.
Joanne Yulan Jong is a Creative Strategist, Fashion Writer, and Author of the bestselling book THE FASHION SWITCH ‘The New Rules of the Fashion Business’. She has been invited to be a regular columnist for WWD magazine.
