Merrell: Lifestyle AW26

For Autumn/Winter '26, Merrell invited people to move throughout life on their own terms with footwear designed to go the distance. The campaign was rooted in a simple truth: days rarely follow a plan. The campaign celebrates people who are always in motion — moving seamlessly between urban environments and outdoor spaces, with footwear that keeps pace every step of the way. The design system stayed closely aligned with Merrells recently launched refreshed brand identity to continue reinforcing the new look and feel. Dynamic, movement-driven imagery takes center stage, supported by a clean typographic system, generous white space, and scalable logo architecture. The result was a flexible campaign system that unified a diverse range of lifestyle products under a single expression. Through the use of diptychs, split logo compositions, and split typography layouts, the system has a natural rhythm across every touchpoint. The approch delivers consistency without feeling rigid, allowing the campaign to scale across a wide range of media.