Meridian Brand Redesign

Overview

Meridian came to us with a five-year-old identity that no longer reflected their growth. They'd expanded from a single product into a full financial platform, yet their visual language still whispered "early-stage startup." The brief was clear: build a brand that commands trust at enterprise scale while staying approachable to individual users.

Discovery & Strategy

We kicked off with three weeks of stakeholder interviews, competitive auditing, and user research. Key findings shaped everything that followed:

• Existing customers described the brand as "professional but forgettable"
• Enterprise prospects rated trust lower than competitor brands on first impression
• The logotype was being reproduced inconsistently across 14 touchpoints

Visual Direction

Three territories explored in the mood-boarding phase — we landed on Precision in Motion: clean geometry, controlled typographic tension, and a palette built from deep teal, warm slate, and a single electric accent.

Logo System

The mark is a compound letterform — M and an upward arrow — abstracted into a tight geometric form that works at 16px favicon scale and 3-metre exhibition signage alike.

Design System

The final deliverable was a 200-component Figma library covering:

• Foundations: colour, typography, spacing, shadow, motion
• Components: 80+ UI components across light and dark themes
• Patterns: 40 page templates for the product team
• Brand assets: social, print, environmental, swag

Outcome

• Net Promoter Score for brand perception up 22 points in six months
• Enterprise sales cycle shortened by an average of 11 days (sales team attributed improved first-impression trust)
• Design system reduced new-feature time-to-design by 60%