Meridian Co
Project Details
Client:
Meridian Co
Year:
2024
Industry:
Beauty & Skincare
Duration:
4 Weeks
Services:
Creative Direction
Overview
Meridian Co launched as a founder-led skincare brand with one hero product — a ceramide repair serum targeting women 28–40 who had grown tired of overcomplicated routines. The formulation was excellent, independently tested and clinically validated. What they lacked was a visual world that could carry the product into a saturated market and make it feel premium without feeling cold. They had a launch date, a Shopify store, and a media budget. They needed everything else. We was brought in six weeks before launch to develop the full creative direction — from how the bottle looked in a photograph to how a 6-second Instagram reel made someone stop scrolling.
Challenges
The DTC beauty space is one of the most visually competitive categories in the world. Scroll through Instagram for 30 seconds and you'll see fifty brands that look almost identical — soft skin tones, clean white backgrounds, aspirational lifestyle photography. Standing out without looking noisy was the central creative tension. Meridian also had a tight pre-production window that ruled out a full studio shoot. We had to build the campaign around a single half-day shoot and extend it across all formats through smart art direction and motion. Every asset — from the hero campaign image to a 3-second story bumper — had to feel like it came from the same considered place.
Conclusion
We built Meridian's visual world around the concept of "earned simplicity" — the idea that their product was the result of removing everything unnecessary. The campaign used deep earth tones against clean negative space, tactile product photography that emphasized texture and materiality, and copy that spoke directly without softening the message. The paid social creative ran across Meta and TikTok. Within the first 9 days, the initial product run sold out. The campaign's organic content generated over 200,000 impressions without paid spend. Meridian used the same visual language for their second product launch three months later.
