Mejuri x LUAR
Year: 2023
Brand: Mejuri
Role: Design
Project Type: Partnership Collection Drop
THE GOAL
Continue building a sense of community and elevating the brand by tapping into the consumers of another coveted it-brand disrupting their industry.
THE CAMPAIGN
A celebration of community, the Mejuri x LUAR partnership features a collection of three heirloom-status pieces—designed to be made your own.
THE CREATIVE DIRECTION
Capturing how our unique differences can actually be a shared common ground, the campaign features a range of diverse talent who share a single common element of personal style, tying them together.
Visual direction pulls in a black palette for contrast along with a modular grid approach to combine campaign and grid photography. Photo treatments for the grid were shot with a bright light and slightly blown-out to give the lo-fi feel of a casting call. In addition, a co-branded emblem is used throughout—marking a milestone for Mejuri’s brand identity as the first time its logo is deconstructed.
