A considered identity and marketing site that gave a treasury platform the gravitas its enterprise buyers expect.
- Client
- Meridian
- Industry
- Fintech
- Year
- 2024
- Services
- Visual Identity, Web Design & Development
Where the brand was holding them back
Meridian offered corporate treasury tools to CFOs moving serious money, but their early brand looked like a consumer app. The mismatch created friction at exactly the wrong moment: enterprise buyers hesitated to trust a platform that didn't look like it belonged in their world. They needed the gravitas of an institution without the stiffness of a legacy bank.
The approach we committed to
We built an identity rooted in the visual language of trust — deep, considered color, restrained warm-metal accents, and typography with real editorial weight — then modernized it so Meridian read as ambitious rather than old. The marketing site was structured to answer the CFO's real questions in order, front-loading credibility and security before ever asking for a demo.
How it holds together
Deep navy and warm metallic accents anchor a palette built to feel institutional and permanent, while a crisp grid and generous margins keep it firmly contemporary.
Typography carries the gravitas: a high-contrast serif for headlines paired with a clean grotesque for interface and data, so the brand feels both established and precise.
- -27%
- Reduction in average sales cycle
- +89%
- Growth in enterprise inbound leads
- 4.6x
- Return on the engagement within a year
Tell us where you're headed. We'll show you how strategy, identity, and a site that converts get you there.