Universal Standard
This is a selection of work I created for the Universal Standard Partnership, organized by project. I worked on this account from December 2021-March 2022 & April-August 2023.
I worked on the account as a Design Lead in 2022 and then a Sr. Art Director in 2023. In 2022 I handled all the execution, I worked directly with the lead META analyst to build creative roadmaps & prioritize creative concepts from week to week.
As a Sr. Art Direction I had a hand in execution of more important launches and high level creative concepts but focused more on strategy. I oversaw 2 designers at this time. I was responsible for delegating creative ideas between the 3 of us and giving feedback on their execution.
Underwear and Foundation
Marketing new product launches was an important pillar of the work I did across all partners. Here you can see a diversity of ad type & style that speaks to the specific value props of the products.
Denim Sale
The next project featured is creative from one of Universal Standard’s denim sales. Their denim was their hero product and drove most of the sales for the company. They often had large promotions on denim to acquire new customers. The creatives below are samples of a larger creative batch highlighting the discounted denim. The goal was to have the promotion front and center while using strong imagery of the product. I used a diversity of layouts and type treatments to fight creative fatigue and gather learnings on performance of different creatives.
Spring & Summer
Seasonality was a huge component of strategy for Universal Standard. We would prioritize spring and summer messaging during the appropriate seasons. I’ve featured some of my favorite layouts from these time periods below.
Editorial
The creatives below were part of an effort to steer away from promotional messaging and focus more on the editorial and lifestyle content from the brand. We focused our efforts on social proof, highlighting testimonials, press recognition, as well as popularity to build trust around the brand.
Paradiso Launch
Another new product launch, the Paradiso Line features “Going Out” clothing. The goal was to match the style of creative and text treatment with the photography that was shot by the brand team.
