Merriam-Webster Rebrand

I was the copywriter, strategist, and technologist on this speculative campaign for Merriam-Webster, the dictionary known for its intellectual and sassy Twitter presence. We wanted to bring the purpose of the dictionary to immediate relevancy. So, we positioned it from a company that sells a tool to a company that publishes editorial content. To prove it, we found a human truth—one word can define a moment, and the person who says it controls the conversation.