Merril Cledera is the founder and creative director of Oden Studio, a New York–based branding and design practice. With a background in arts and media management, she pivoted into design to shape brands with intention, blending structure, storytelling, and openness. Through Oden and her experimental platform OS Lab, Merril explores branding as both identity and experience, creating work that connects deeply.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
I studied Arts Management for my bachelor’s, thinking it would give me a secure path in design. After completing my master’s in Media Management, I still felt something was missing. I wanted to be more involved in creating, so I taught myself design software, took courses in design thinking and conceptualization, and began experimenting with different projects.
While working on in-house projects across industries, I discovered that brand identity design was more than visuals. It was about shaping how people connect with and experience a brand. That realization made me want to move beyond following guidelines. I wanted to be the one crafting them, and that decision guided me toward a career that blends creative direction with management.
After a few years working independently, I started Oden Studio to shape brands with more intention. I have always believed a brand is not only about what you see. It is about how it makes you feel, the story it holds, and the connection it creates. Oden became my way of exploring that belief and turning it into practice.
Starting my own practice gave me the freedom to bring everything I had learned together, merging management, design, and storytelling into a process that feels fully mine.
What lessons from your career have most shaped your style and approach?
One of the biggest lessons I’ve learned is that shifting directions is not a setback. It is part of growth. I once thought I was a late bloomer, but every pivot added experience that shaped my confidence and style.
Another has been archiving. I collect branded objects—matchbooks, packaging, postcards—that inspire me and remind me design exists everywhere. They’ve become part of how I spark ideas.
And finally, I’ve learned the power of simplicity. Even when I have endless ideas, I focus on one strong concept. Since establishing Oden Studio, I also created OS Lab, a creative playground where I recycle and reimagine those unused ideas. It’s a space for “make-believe” brands, a way to experiment freely and keep the creative energy flowing.
Tell us about the core values or philosophies that guide your creative practice.
For me it comes down to three things: structure, archiving, and openness.
Structure gives me clarity and allows creativity to flow without losing direction. Archiving keeps me inspired because the objects I collect remind me that design is part of everyday life. Openness means staying curious, collaborating, and listening to different perspectives, which continues to push me to evolve.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
Emerging creatives and small studios need more chances to lead projects. While experience matters, it shouldn’t be the only metric. Fresh voices bring new ideas and perspectives that can shape brands in unexpected ways.
Another important change is trust. When creatives are given the freedom and resources to do their work fully, the results are always stronger. The best outcomes happen when creatives aren’t just hired, but truly empowered.
How important is it that creative professionals find their unique voice?
It’s everything. Your voice is what makes your work stand out. Without it, you risk blending in.
Finding that voice comes from experimenting, making mistakes, and noticing what feels authentic to you. Once you find it, it becomes your compass and helps the right opportunities align with your path.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Adaptability will always be important. Industries and tools change quickly, and those who can pivot will thrive.
Technology will keep transforming how we work, but human perspective—storytelling, emotion, identity—will remain at the heart of meaningful design.
Inclusivity will continue to shape the field, as diverse voices bring richness and originality.
Another factor is sustainability. Brands and creatives are becoming more conscious of impact, from how we produce to the materials we use and the messages we put out. Design that is thoughtful and responsible will play a bigger role moving forward.
How much does your city influence your work?
New York City shapes everything I do. The energy here is nonstop, with brands launching daily, ideas competing for attention, and people moving fast. It pushes me to think about how my work can stand out and stay relevant.
The inspiration is not only in the pace but also in the details. A café sign, a subway poster, or a mural tucked in an alley can spark an idea. New York reminds me every day that design is alive and all around us.
How much does your culture influence your work?
Growing up Southeast Asian taught me resilience and adaptability, and those qualities shape my approach to design. The culture is rooted in storytelling, symbolism, and community, which translates into how I build brands that feel layered, human, and welcoming.
Living in New York has blended with that foundation. The warmth and hospitality I grew up with meet the grit and edge of being a New Yorker. That contrast keeps me grounded while also challenging me to keep pushing further.
Tell us some of your favourite, creative professionals and inspiring places in your city!
One creative I admire is Mike Abbink, whose talk on brand DNA and expanding brand guidelines influenced how I think about flexible identity systems. I’m also inspired by Elizabeth Goodspeed and her use of archiving as a creative tool, which resonates with my own way of collecting and reimagining references to shape new design.
As for places, I love the Lower East Side for its hidden gems, from small shops with unique objects to speakeasy bars with memorable branding. SoHo is another favorite, full of established brands and perfect for people-watching and observing the characters and styles that shape the cultural current of the city.
What should emerging creative professionals keep in mind as they begin their design career?
Don’t be afraid of detours. Your path won’t be straight, but every experience adds depth to how you think and create.
Stay curious, archive what inspires you, and keep refining your craft. Most importantly, trust your perspective. The design world doesn’t need repetition—it needs your voice.
Credits: Space Home Fragrances (byspace.co), Sunday Club (sundayclub.com), and Othello Wine (os-lab.co).