Before inclusivity became mainstream, Universal Standard was a pioneer in the plus-size market. An exciting startup based in Seattle and NYC, backed by Natalie Massenet of Imaginary Ventures, Elizabeth Cutler of Soul Cycle, Jonathan Neman and Nicolas Jammet of Sweetgreen and Gwyneth Paltrow, and founded by Alex Waldman and Polina Veksler.
To support the launch of their Fit Liberty program, Universal Standard worked with DTE studio to create a multi-dimensional campaign. DTE handled all aspects of the campaign, including creative direction, casting, pre and post-production, retouching, and video editing. The campaign cemented Universal Standard as a leader in the market, and DTE received four Telly Awards for its work.
As an extension of the Fit Liberty Campaign Video, DTE executed an out of home campaign that blanketed New York City.
DTE studio was tasked with creating all new content to fill Universal Standard's e-commerce site. In a record 3 months, DTE produced over 1500 pieces of content, from concept through to production. Product pages were filled with dynamic, shoppable photos and videos. Editorial stories with a fresh, fashion-forward direction, style tips and exciting brought Fashion Freedom to a new market.
To highlight the high-quality materials, special details and show style diversity, DTE provided creative direction, production and post on photoshoots focused solely on the products.
DTE studio refreshed Universal Standard's website with an elevated look and feel, creating an engaging, robust and flexible brand experience to encompass partners, editorial content, stories and browsing for a best-in-class online shopping experience.
