Universal Standard is a clothing brand with a vision of revolutionary inclusivity, and is the first brand to offer all products to all types of women, sizes 00 to 40. This brand refresh is meant to add more personality to the brand identity, have a conversation about universal things we all deserve, celebrate the change we want to see in the fashion world, and inspire more women to take action and establish a new normal for future generations.
After surveying women about what "fashion freedom" means to them, I documented their ideas on women's bathroom stalls in bars across Texas. I photographed the bathrooms and juxtaposed that imagery with the fashion photography from the brand's existing identity. I created an icon system to represent their ideas throughout the identity and speak to the rising conversation.