Hamilton Shirts aimed to create a unified design approach that seamlessly integrated their multiple sub-brands—Hamilton 1883, Western Shirts for Lyle Lovett, and Hamilton Women's—while maintaining a cohesive and polished brand identity. This goal extended beyond just their website to include all customer touchpoints, ensuring a consistent high-end experience across digital and print materials.

The challenge was to develop a design strategy that effectively represented Hamilton Shirts' rich history and sophisticated brand while incorporating and differentiating multiple sub-brands. This needed to be achieved across various platforms, including their website, print collateral, and other customer interactions, all while appealing to a diverse clientele ranging from business professionals to affluent ranchers.

A comprehensive design strategy was implemented to unify Hamilton Shirts' main brand and its sub-brands—1883 Sport Shirts, Western Shirts for Lyle Lovett, and Hamilton Women’s—under a cohesive yet distinct identity. This strategy extended beyond the website to include a custom online shirt builder, which allowed customers to order bespoke shirts tailored to their unique style and measurements, highlighting Hamilton’s dedication to personalized service and quality craftsmanship.

The design approach also encompassed the creation of custom emails, hang tags, brochures, postcards, and shirt labels, ensuring that every touchpoint reflected the brand’s sophisticated and historic essence. Photography art direction and consistent brand messaging were key to delivering a seamless and high-end experience across all platforms.

The process involved close collaboration with the Hamilton Shirts owners and marketing team to ensure that the redesign and branding efforts aligned perfectly with their vision and brand values. A custom e-commerce website was developed with a focus on IA/UX/UI that preserved Hamilton Shirts' traditional brand essence while introducing modern functionalities like the online shirt builder.

The design work extended to editorial and collateral materials, ensuring a consistent and polished look across all brand touchpoints. Photography art direction and ongoing website management were also integral parts of the process, ensuring that the final design accurately reflected Hamilton’s sophisticated and historic brand identity.

Brand Identity

Custom E-commerce IA/UX/UI

Editorial Design

Print Collateral Design

Digital Collateral Design

Photography Art Direction

Website Management

Hamilton Shirts: Sub-brand Shirt Collateral