Studio Series Lookbook
for Merida Studio | 2026 | Publication Design, Copywriting, Branding
Designing a digital lookbook that introduced the studio's versatile rug series while clearly explaining the customization process.
The Studio Series Lookbook was created as a digital resource to introduce clients and potential collaborators to Merida Studio’s customizable rug collection. Designed as an image-forward, easy-to-share document, the lookbook bridges the gap between initial curiosity and deeper engagement with the studio’s work. By clarifying how the series fits within the broader studio practice and explaining the customization process, the lookbook functions as both an inspirational gallery and a practical guide—helping designers quickly understand the possibilities of the Studio Series while lowering barriers to requesting renderings or quotes.
I approached the lookbook as both a gallery and a guide — using curated imagery, minimal copy, and a clear narrative structure to move readers from visual inspiration to practical understanding of the customization process.
01
Problem
Merida Studio needed a concise and persuasive resource that could introduce the Studio Series to new audiences without requiring significant involvement from the sales team. Many potential clients were intrigued by the rugs but struggled to understand what aspects of the designs could be customized, how the process worked, and how the Studio Series related to the rest of the studio’s portfolio. Previous lookbooks were designed primarily for print and focused on showcasing designs rather than explaining the system behind them. The challenge was to create a short, visually compelling digital document that could clearly communicate the value and flexibility of the Studio Series while guiding interested designers toward the next step of requesting a rendering or quote.
The lookbook needed to function primarily as a digital resource, which meant balancing visual impact with a small file size and a format that was easy to download, email, and view on screens. The document also had to remain short and approachable, limiting the number of designs included while still representing the range of the collection. Photography was another constraint — imagery of the Studio Series was limited, so design selections needed to prioritize the strongest available visuals. At the same time, the document needed to maintain brand consistency, clearly communicate customization options, and position the Studio Series as both accessible and aligned with the studio’s broader design philosophy.
02
Solution
To balance inspiration with clarity, I structured the lookbook as a visual narrative that gradually introduces the Studio Series while guiding readers toward understanding the customization process. I began by auditing available photography and curating designs with the strongest imagery, prioritizing neutral installations that aligned with the series’ recent recoloring strategy and made it easier for designers to imagine their own color combinations. The document transitions from these neutral examples into a central customization section that explains the step-by-step design process, illustrated with real client projects to demonstrate how the rugs function in context. Minimal copy keeps the document approachable while still explaining key concepts, and interactive hyperlinks connect every featured design to its corresponding product page, allowing readers to seamlessly move from inspiration to deeper exploration on the studio’s website. Boldly colored examples were shown after the break to inspire clients without causing visual chaos.
This project required close collaboration with Merida Studio’s sales team to understand how designers were interacting with the Studio Series and where confusion most often occurred in early conversations. Together we refined the purpose of the lookbook as both a persuasive introduction and a practical tool for outreach, workshopping copy to ensure that it balanced the studio’s poetic voice with clear, accessible explanations. Throughout the process, iterative feedback on layout, imagery, and messaging helped ensure the final document communicated the value of the Studio Series while remaining easy for the team to share and use in conversations with potential clients.
03
Results
The finished lookbook became a versatile digital resource that the sales team could easily distribute during outreach and early conversations with prospective clients. By clarifying the customization process and presenting the Studio Series in a concise, visually engaging format, the document reduced the amount of time required to explain the fundamentals of the collection and helped move interested designers more quickly toward requesting renderings or quotes. The lookbook also strengthened the connection between Merida Studio’s brand narrative and its sales materials, demonstrating how thoughtful design communication can translate complex creative systems into accessible tools that support both storytelling and business development.
The lookbook reduced friction in early sales conversations, giving the team a concise tool to introduce the Studio Series while helping designers quickly understand how to customize and work with the studio.