Brand Identity System

Meridian came in needing a full identity refresh — their existing brand had been assembled piecemeal over several years and no longer reflected the quality and focus of their current work. The engagement started with brand strategy before any design work began: understanding their positioning, their audience, and the qualities they wanted the identity to embody.

The final system is built around a mark that balances precision and fluidity — qualities central to their practice. The color system, typography, and collateral all extend from that central mark, creating a cohesive visual language that works across everything from business cards to large-format applications.