THE CLIENT
Eric Winterling
MY ROLE
Lead Copywriter
AGENCY
DesignGood
THE PROJECT
As one of New York’s premiere custom costume studios, Eric Winterling needed to update their brand. In three decades of creating costumes, the business had grown into one of the largest and most well-regarded studios in Manhattan. But along with the sartorial trends of the 90’s, the studio had left its branding and messaging far behind. The company was ready for a refresh.
THE DETAILS
Eric needed a website that would showcase his studio's master craftsmanship and reflect the scale of the work he and his team do for theater and for film and television, where every detail shows up in high definition.
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I developed brand positioning that elevated Eric's work while staying grounded in what makes his studio exceptional: unwavering attention to detail, extensive historical knowledge, and a team of master drapers, dressmakers and stitchers who construct each costume by hand.
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The website copy needed to communicate the studio's full-service capabilities – custom dressmaking, beading and embroidery, fabric dyeing, costume aging, tailoring and sourcing. From foundational brand language to website copy and email outreach, we told Eric's story in bigger, brighter, more colorful fashion.
SELECTED WORKS
Website Copy Excerpts
Custom Costumes for the Screen
Perfection counts on camera. Whether a costume is worn for a full film shoot, a half-day commercial or a short television appearance, details stand out in high definition on screen. Our studio's adherence to authenticity and accuracy help make the designer's vision shine, whether it first comes to us on the back of a napkin or as a completed CAD creation.
Three Decades of Craftsmanship
Woven into our devotion to the global entertainment industry is our reputation for flawless execution and master craftsmanship. From the turn of a collar to the shape of a bead, we’re known for our extensive knowledge of period detail, fabrics, cuts and colors, and an unwavering adherence to authenticity and accuracy.
Custom Costumes for the Stage
Costumes for the stage are crafted to help tell the story and express the designer’s unique vision. They also have to stand up to rigorous performance schedules and be comfortable to wear, which means durability is key, even for the most delicate designs. Multiple appearances, movement and action, costume changes and laundering can mean a lot of wear and tear. That's where our quality craftsmanship makes all the difference. From hand-embroidered gowns and meltaways to tailored suits and period dresses, we're experts in helping make the magic happen, time and again.
Bringing Designs to Life
Under the guidance of Eric Winterling, our full-service studio offers a comprehensive solution for bringing designs to life, with in-house costume and dressmaking, custom beading and embroidery, fabric dyeing, costume aging, and tailoring. We also provide comprehensive global sourcing and buying for fabrics and notions. Fittings can take place in-house at our 12,000 square foot garment district studio or onsite at the location of your choosing.
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With one of the largest studios in Manhattan, we also provide rental space and an inspiring home base for production operations.
THE IMPACT
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Brand positioning that reflects three decades of growth and expertise
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Messaging that communicates craftsmanship, authenticity and attention to detail
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Clear articulation of full-service studio capabilities