A fresh uniform rollout for a fresh new brand

When IRT set out to launch its new brand, uniforms were a big part of the picture. The organisation needed a range that could support aged care, independent living and home care teams across multiple sites in Queensland, New South Wales and Victoria, and it needed a supplier who could move quickly, work collaboratively and make the transition feel simple.

That’s where Deane came in.

With a new brand under wraps until launch, the process called for flexibility, clear communication and plenty of calm under pressure. The final brand direction was tightly held, which meant the Deane team had to build the uniform programme around evolving requirements, then bring everything together once the new look was revealed.

No guesswork. No fuss. Just a rollout that landed.

The challenge: a brand-new look, a large workforce and a tight launch window

IRT’s rebrand created the perfect moment to refresh its uniform programme. It was a chance to bring teams together under one look, simplify ordering and move to a supplier who could support both the initial transition and the day-to-day uniform needs that would follow.

The challenge? The new brand colours and identity were kept confidential until close to launch, meaning the uniform range had to be developed before the full creative direction was known.

At the same time, IRT was preparing for a major brand rollout across its wider organisation, including updated site signage, vehicles and a newly fitted-out head office in Wollongong. Uniforms needed to be part of that same moment, ready to help staff feel connected to the new brand from day one.

For a workforce of this size, it wasn’t just about choosing the right garments. It was about getting the whole programme right: the range, the ordering experience, the transition process, the communication and the timing.

Why Deane: the right range, the right approach and a team that leaned in

IRT chose Deane for a few clear reasons: the strength of the range, how well it met their requirements, Deane’s collaborative way of working, and competitive pricing, along with the team’s ability to be accommodating and work collaboratively through both the initial process and the transition.

That collaborative approach mattered. IRT had particular requirements, and Deane worked closely with the team to define a range that suited their people, their roles and the realities of aged care work.

It’s the kind of work Deane is built for: uniforms that work, service that shows up, and a partner who gets it.

The solution: fit-for-purpose uniforms, built around real work

The IRT programme covered a wide range of uniform needs across departments, with Deane helping to refresh and simplify the overall range. For care staff, IRT streamlined its offering by selecting the Bronx Polo, while nurses and other clinical team members were given the option of the Nikau Scrub Top to support a more professional clinical appearance. Rather than conducting a formal wearer trial, key stakeholders at IRT worked closely with the Deane team to select fabrics and styles that balanced comfort, functionality and presentation, creating a range designed around the realities of care work.

A key part of the solution was developing garments for the reality of care work. IRT needed a pant option using an existing fabric base, but with practical details including cargo pockets and roll-up tabs. These features were designed with everyday care tasks in mind, such as showering residents or working in environments where staff may get wet.

This was design and customisation with a clear purpose: smart details, real-world usefulness and uniforms made for the people wearing them.

Silk made ordering easier

A major part of the IRT rollout was the move to Silk, Deane’s online uniform management portal. IRT had used a uniform portal before, but Silk was described as a “big game changer” for this programme.

Staff were invited to complete order forms around a month before rollout, allowing IRT to confirm sizing and stock requirements ahead of launch. Uniform Purchasing Officers (UPOs) at each site then placed orders through Silk on behalf of staff, simplifying the process and reducing administration for individual team members. The result was a more organised rollout, with everything managed in one place and less complexity for staff on the ground.

That meant less manual admin, better visibility and a more controlled ordering process across a large, multi-site workforce.

The rollout: big numbers, quick turnaround, BAU still moving

During the rollout, more than 2,400 orders were successfully processed. Following implementation, an additional 400 business-as-usual orders were received, demonstrating a smooth transition into ongoing operations.

The team managed a major dispatch effort over three to four days, averaging around 600 to 700 orders per day while keeping normal business-as-usual activity moving.

Communication made the change feel managed

Deane acted as apparel experts, strategic advisors and supply chain managers throughout the programme.

Weekly meetings and updates gave IRT visibility throughout the transition, with Deane team members involved at different stages of the process.

The result: a smooth transition for a major brand moment

IRT’s uniform rollout brought together a refreshed range, a new online ordering experience, clear communication and a large-scale launch delivered at pace.

The result was a uniform programme ready to support IRT’s new brand and its teams across care, retirement living and home care.

Most importantly, IRT was happy with the outcome. Adrian described the team as “super stoked” and “very happy”, with Deane’s service level, weekly updates and rollout support standing out throughout the transition.

A fresh brand. A fit-for-purpose uniform range. A rollout handled without the drama.