About me
I translate what brands want to be into what people want to feel.
I'm Erida Mersuli, a Creative Director and Design Lead with over 20 years of experience helping businesses launch products that earn attention and drive results. I've worked with Braun, Revlon, Vicks, Procter & Gamble, HP, DHL, AbbVie, Lilly, and Bausch Health, as well as growing companies that needed creative work to perform from day one.
What I do is specific: I take a brand's ambition and shape it into creative that connects with real people. That means understanding your audience as well as you understand your business, and building work that doesn't just look right but moves people to act.
I work across brand, campaign, and digital, bringing a strategic mindset to every brief. My background spans CPG, eCommerce, and healthcare, so I'm comfortable with complexity, high stakes, and the pressure of a launch.
Creative Gravities is where I think out loud about creative strategy, design, and what it actually takes to build work that lands.