Meridian had carved out a niche as a men's body grooming brand but never an identity. Positioned as a fast follower in a category dominated by Manscaped, the brand needed more than a refresh — it needed a complete ground-up repositioning that could give it a reason to exist on its own terms.

Brought in to both lead the repositioning and build the creative department that would support the brand going forward, I assembled an integrated team and infrastructure from scratch while simultaneously driving the full rebrand on an aggressive timeline. We rebuilt Meridian from the inside out: new brand identity, new voice, new visual system, and a creative operation capable of carrying it all into market. The work centered on a simple but powerful truth: grooming is personal, and personal looks different for everyone. That insight drove the repositioning of Meridian as the world's first gender-neutral, totally unapologetic grooming brand — a vibrant, expressive celebration of personal choice that blew past category conventions entirely. Our new tagline captured it all in five words: Personal Grooming Made Personal. Bright, bold, and built for everyone, the new Meridian had an identity as distinctive as the people it was made for.