Designs to You

A strategy that fits just right.

DTY acts like a fashion label. The business designs their own patterns and creates new fabrics. Our strategy recommended highlighting this well-known truth and positioning like a fashion brand. Emphasising the craft, revealing the hands that hold the scissors, showing the insides of the workshop. It communicated customer feedback—the workers’ uniform of choice—as a C-suite-friendly benefit.

A brand voice designed to cut through.

Fashion trend cycles create copy-cat designs. And copywriting. Our new brand platform, Cut from a different cloth, positions DTY as a strong commercial partner that refuses to identify as a stock standard solution. The sewing-inspired idiom relies on their point of difference in the market. To match, we created a bold brand personality called the Tailor’s Shears. It’s sharp and precise. Held by human hands. The tagline, Different by Design, inverts the brand name and emphasises their fashion credentials. Linguistic techniques—like taking scissors to sentences and the vernacular of craft—make copy feel distinctive and ownable.

A visual identity inspired by pattern-making.

The DTY logo mark stitches industrious and elegant threads together. A subtly flared serif sits in a condensed lockup, balancing the precision of garment construction with a contemporary, refined character. Designed to adapt seamlessly across applications, the identity follows a central principle: balancing clarity with personality. The typographic system moves between functional information and expressive messaging across social executions, print materials and digital applications. The colour palette spans powder blue, deep crimson, dark chocolate and dusky mauve. These tones complement DTY's predominantly navy clothing offering. Inspired by garment patterns, a new graphic device called The Block scales from a small full stop to large scale patterns.

Art direction that fits many sizes.

With DTY supplying uniforms to a growing range of industries, the art direction needed to be as adaptable as the garments themselves. Rather than prescribing a singular photographic style, we developed four guiding principles that allow the brand to shift between functional product imagery, intimate moments of craftsmanship and more expressive, people-led storytelling. From the intricacies of fabric development to the people wearing the finished product, each principle reveals a different layer of the business. Warm, natural lighting and thoughtful compositions establish a consistent language, balancing the precision of manufacturing with the human character of DTY.

A campaign that neatly ends the seam.

Finally, we created a campaign concept to announce the rebrand to the world. Our industry research identified that changing uniform suppliers is seen as a risk. Decision-makers search for proof that a partner deserves their trust. The DTY team brought the idea, Care sewn into our seams, to life in their workshop using the very people and processes who design the uniforms.
DTY. A brand identity sewn with care for a new decade of commercial growth.