The Merriam-Webster Dictionary serves a broad and diverse audience with a primary focus on language enthusiasts, students, educators, professionals, and anyone seeking accurate definitions and linguistic guidance. Its perceived audience is not limited by demographics but rather by an interest in language, learning, and communication. In terms of storytelling, Merriam-Webster employs a multifaceted approach.
The target demographic of Merriam-Webster encompasses a wide range of individuals, including students of all ages, educators, writers, editors, linguists, language enthusiasts, professionals in various fields, and anyone who values clear and precise communication. By catering to this diverse demographic, Merriam-Webster ensures its relevance and importance in both academic and everyday contexts.
I decided to turn the Merriam Webster dictionary into a luxury lifestyle brand.
Founded in 1831, the Merriam- Webster dictionary is beyond a trusted source for word enthusiasts, it is now a statement piece — a sophisticated addition to a modern household or office space. Merriam- Webster is not just a dictionary; it's a lifestyle.
Our new values reflect luxury, aesthetics, intellect, innovation, and experience. We stay true to our mission of fostering understanding and love for theEnglish language, while embracing the opportunities of the digital age.
The aim is to reflect the brand’s repositioning as a symbol of sophistication, intellect, and elegance.I reiterated on the idea of forming a monogram to preserve simplicity and became inspired by high-fashion brands to establish this new sense of luxury. The decision to remove colour from the logo was an easy one, since the old iteration looks old and outdated.
I created multiple social media pieces for the brand––including an instagram word of the month campaign. I also created multiple reels and TIkTok videos/advertisements as part of this project.
I created a short advertisement using Adobe Illustrator and AfterEffects using the new MW brand guidelines (turn your sound on!
