A brand & website fit for a queen (of the seas)
A sophisticated new brand and digital presence for Jane McDonald, elevating her identity across TV, touring, cruising and social channels, while staying true to the warmth, humour and authenticity fans adore.
Jane McDonald approached us at a pivotal moment in her career
With major projects ahead, a growing multigenerational audience and increasing visibility across social media, she needed a brand and website that reflected who she is today and where she is heading next.
Jane is loved for her genuine warmth, down-to-earth humour and the sense of connection she creates with her audience. At the same time, her world now includes arenas, prime-time television, international travel and a loyal LGBTQ+ and Gen Z following. The brief was to create a unified identity that elevated her sophistication and glamour without losing her authenticity.
Our remit covered full brand strategy, visual identity, website design and social refresh. We also supported the roll-out of her 2026 album and tour ‘Living The Dream’, and collaborated on TV launches including her Channel 5 series Jane McDonald: Pole To Pole.
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We began by redefining the brand from the inside out
Workshops with Jane revealed a clear truth: audiences connect with her because she makes them feel seen, uplifted and part of something joyful. This emotional connection became the foundation of the brand strategy.
From here, we developed a visual identity that balances glamour with groundedness.
The new logo pairs a modern, confident wordmark with a script signature (in Jane’s handwriting!) that feels personal and expressive, reflecting the closeness fans feel with Jane. The warm, sophisticated colour palette brings richness without overshadowing her sparkle.
With the identity established, we designed Jane’s website to feel more immersive, more reflective of her vast array of talents and far easier for fans to navigate. Showreel footage, content blocks and dynamic layouts put her TV work, music, cruising and news updates centre stage. Jane’s social media strategy was also developed to create a more engaging and personal feel across Instagram, Facebook, X and the launch of her TikTok account.
Alongside this, we collaborated with Jane and her wider team on creative for the Living The Dream album and UK tour, the first major campaign to feature the new identity, and supported the launch by developing the new tour section of her website, managing fan marketing newsletters to drive sales, and overseeing promotional social content.
Jane’s refreshed identity now feels elevated, modern and unmistakably her
The brand has been warmly received by her team, with particular praise for its sophistication. The new website has strengthened her digital presence, and the refined social media approach has created a clearer, more cohesive platform for ongoing content and campaigns.
With the Living The Dream album and tour coming in 2026, and a new Channel 5 series documenting the making of the album now in development, the new brand is already playing a central role in how Jane shows up.
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"From the first meeting at vtwo, I knew this was the right company for me. They are innovative, experienced, extremely efficient and full of new ways to take you forward in this ever changing world."
Jane McDonald
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