111 Mercer
111 Mercer is a luxury wallcovering brand from the founders of Tempaper & Co., sold exclusively to the trade. It’s named after the SoHo building where they grew up around their aunt’s set-design work, a place that felt hidden and coveted yet welcomed everyone inside. That tension became the brief: refined and exclusive, never cold. I contributed to the foundational identity and designed the launch touchpoints across web, lookbook, email and social.
SCOPE
Brand Identity, Visual Direction, Web, Email, Social
CREDITS
Creative Direction: Jennifer Matthews, CCO
The identity is built around a threshold, the feeling of being invited through a door. Instrument Serif carries the voice, with italic saved for moments like “The Trade.” Inter does the quiet structural work, like signage on a cast-iron facade.
The Shopify site adapts the Stiletto theme to the brand’s editorial scale, leading with large-format imagery and restrained type so the wallcoverings do the talking. Designed for designers browsing collections, requesting samples browsing the lookbook landing page, and ultimately signing up for a trade account, if not a member already.
The digital lookbook, launch emails, and social carry the same language into the places designers spend time with the work. Launch social introduced the brand to the trade, pairing room-scale imagery with the identity’s editorial type.