Universal Standard is a fashion company focused on making clothes produced from one brand for all sizes of women.  Originally a plus-sized clothing line, the company expanded its sizes in 2019 to include everything from size 00 to 40. This is the first and only brand to create a single look that can be produced in every size. 

Create a brochure for Universal Standard customers who live in Houston, Texas. It should encourage them to visit Universal Standard’s new store called 1:1 Houston to see all the physical location offers.

Focusing on its aesthetic of minimal but impactful looks, the designer made an 8×8 inch brochure that utilizes a modular grid and soft color palette with a bold accent. The illustrations feature the company’s “Basics: Foundation” line and are offset with organic line contour illustrations. The theme was based on Universal Standard’s stance for equality and the name of its new store, 1:1 Houston. Major themes of the company are used as large statement spreads to simply convey its values and inclusion efforts.

Poppins is the typeface for the brochure because of its uniform stroke width and simple, geometric style. The high x-height of Poppins also helps with readability and creates a general friendly tone, while still being minimal. For the statement pages, an alternate weight for Poppins was created and is reductive in minor, but noticeable ways. It helps reinforce the minimal and fundamental values of Universal Standard while making a bold, minimal statement more engaging. The colors are a balance of functional and basic with an inviting warm gray and soft neutral pink. These colors are emphasized with a hint of hot orange.