Date
2018
Client
Universal Standard
My Role
Art Direction
Graphic Design
Web Design
Problem
Addressing the lack of body diversity in the fashion and advertising industry and identifying a way to launch their new clothing collection in a way that would resonate with an increasingly diverse customer base.
Solution
For the "All of US. As We Are." campaign, we scouted real women found on the New York City subway as representations of the brand for the campaign, as opposed to casting professional models. I art directed and designed the following breadth of deliverables for the campaign.
Overarching campaign hero imagery and key art direction
Phase one campaign rollout homepage and corresponding journal page designs
Phase one social media rollout (Instagram feed curation on left, Instagram stories hero video on right)
Out of home wheat postings and digital billboards in Times Square and Port Authority Times Square
