This was the project that let me fulfil all my girly obligations – haircare, branding, and building confidence through content? Yes please.

As part of a university consultancy brief, we worked with Merwave to help them better connect with a younger audience (Gen Z and younger Millennials), while staying true to their message of real, raw, and effortless beauty.

I helped shape campaign strategy, tone of voice, and social-first content ideas that leaned into empowerment, relatability, and authenticity. From user-generated content concepts to influencer partnerships and aesthetic direction, our recommendations were rooted in audience research and backed by clear implementation tactics.

I can provide a full physical copy of our final report, packed with insights, strategy, and visuals, on request. It was a project that showed me just how powerful branding can be when it truly reflects the consumer.

And yes, my curls did improve.