A global brand transformation for Merz Aesthetics — reframing their role from a pharmaceutical entrant into aesthetics, to a leader in the confidence business. The work introduced a globally cohesive visual identity that stands apart in a crowded category, supported by a confident messaging system that aligns to the new positioning and champions confidence as the core value they create.
Services:
Brand Strategy & Identity
Completed at FutureBrand, NY
Team:
Cristina Vasquez
Raissa Schpatoff
Luiza Gama
Silvia Arrascue
Margot Landau
Kristopher Pelletier
Emily Hartnett
Lisa Lind
Client:
Merz Aesthetics
Cristina Vasquez
Raissa Schpatoff
Luiza Gama
Silvia Arrascue
Margot Landau
Kristopher Pelletier
Emily Hartnett
Lisa Lind
Client:
We evolved the brand voice and messaging to center confidence as the value Merz creates — not just aesthetic enhancement. We kept the existing logo to protect brand recognition, but introduced a secondary monogram to strengthen memorability and give the brand a modern symbol of ownership.
The signature shape system is inspired by scientific precision — grounded in engineered structure — but softened through custom curvature to reflect human nuance. It becomes a visual metaphor for the intersection of clinical rigor and personal expression.
The signature shape system is inspired by scientific precision — grounded in engineered structure — but softened through custom curvature to reflect human nuance. It becomes a visual metaphor for the intersection of clinical rigor and personal expression.
When paired with confident, bright and authentic photography, the system transforms each layout into a statement of confidence — grounded in science, expressed through real human stories.
