Full identity and website for a user-research startup: wordmark, color, voice, and a site that converts visitors into pilots.
Client
Meridian Research
Year
2025
Role
Identity · Web · Voice
Service
Branding & Websites
the story.
A great product hiding behind copy that said nothing.
01 · The challenge
Meridian's product was sharp; the brand wasn't. Their tool watched real user sessions and surfaced friction automatically — genuinely useful. But the site called it an "AI-powered insights platform," which described a thousand other companies. Visitors couldn't tell what it did, so they left.
02 · The approach
We rebuilt the brand around the product's plain truth. A confident lowercase wordmark, a warm editorial palette, and voice rules with teeth: say what it does, name the outcome, cut the adjectives. The new site leads with "field research, minus the fieldwork" and shows a live session reel instead of a feature grid.
03 · The outcome
Same product, clear story, different trajectory. Demo requests more than doubled in the first quarter after relaunch, bounce rate fell by a third, and the team finally has a system — type scale, color rules, voice guide — they can extend without us.