01 — Challenge
The Brief
Meridian had outgrown their original brand. The visual identity was inconsistent, the website hadn't been updated in four years, and the investor deck looked nothing like the quality of firm they had become. They were approaching a Series B close and needed materials that matched their institutional ambitions.
02 — Approach
How We Did It
We started with a three-week discovery process — competitive audit, stakeholder interviews, and a brand positioning workshop with the founding partners. From that, we developed a refined visual system: a tighter wordmark, a new typeface pairing, a pared-back colour palette anchored in deep navy and gold. The website was built in Next.js with a Sanity CMS backend, and a secure LP portal with document versioning built in. Every investor touchpoint — from pitch deck to one-pager to NDA — was rebuilt within the new system.
03 — Process
The Workflow
Discovery
Competitive audit, stakeholder interviews, brand positioning workshop. Three weeks of research before a single pixel was drawn.
Identity
Wordmark refinement, typeface selection, colour palette development, iconography system. Two rounds of direction before refinement.
Digital
Information architecture, UX wireframes, UI design, Next.js development with Sanity CMS. LP portal built on a separate subdomain with document versioning.
Collateral
Investor deck, one-pagers, NDA templates, email signatures. All built within the new system for internal teams to maintain.
Launch
Staged rollout — website first, then collateral, then portal. Full team training on the brand system and CMS.
04 — Results
The Outcome
The rebrand launched six weeks before the Series B close. LP close rate moved from 12% to 31% in the post-launch quarter. The website now averages 3.2 minutes time-on-site from institutional traffic. The fund closed three months ahead of the original schedule.
Before vs After
05 — Deliverables
What We Built
Timeline: 8 Weeks
Team: Brand Strategy, Design, Engineering
- 01Brand Identity System
- 02Corporate Website (Next.js)
- 03Secure LP Portal
- 04Investor Deck (50 slides)
- 05One-Pager Suite
- 06Email Signature System
- 07Brand Guidelines Document
