Merit is a high-end, minimalist beauty brand born out of a ‘makeup with skin benefits’ concept. Began in 2017 and created in the brand incubation team at Who What Wear, we wanted to create a line that would resonate with the core fashion-obsessed, professional audience. 

Utilizing the data from top-preforming articles and social posts, I crafted several mood boards synthesizing what this brand would look and feel like to speak to this target demographic. It was important to develop a clear consumer’s psychographic beyond just demographics to create a fully fleshed out direction and positioning.  A small sampling of the study can be seen below.