When MERIT brought its first-ever pop-up to Australia, Leaf Comms asked us to help spread the word. We created the campaign poster, bringing a little something new to the brand’s signature visual world.
MERIT has built a world around considered simplicity. For its first Australian pop-up, the brief was to create something that felt distinctly MERIT, with a more personal touch.
Working with the brand’s existing identity, we introduced custom handwriting to complement its signature typography. The result brought a little movement and personality to the composition, while keeping everything beautifully pared back.
(01) campaign identity
The brief called for handwriting that felt considered, contemporary and distinctly MERIT. We paired a custom handwritten treatment for “In Residence” with the brand’s existing typography, creating a contrast between structure and spontaneity.
(02) print + collateral
The final poster appeared across Sydney ahead of MERIT In Residence on March 7 and 8. A simple composition bringing together the campaign typography, event details and Paddington gallery address.
