The task was to help the British fashion brand Merc to re-discover its heritage and establish itself as the brand of choice for a new generation of consumers.


By becoming a core part of the brand’s marketing team, we worked through a process of discovery, research and creative development to
give the brand a new creative direction and tone of voice that celebrates its heritage.

Authentic, honest and true to its roots, Merc was set to make a statement. Working with a wondermaker Dean Chalkley, a photographer who needs no introduction in the circles of fashion photography and underground music, a new concept was born. Two brothers and musicians from a British rock band were asked to hero in the shoot for the new Spring / Summer 2014 lookbook. 


New photography assets, social media & partnership strategy implemented for SS14.