The science of private investing

Meridian's AI-powered software tools for PE and broader private dealmaking industries automate monotonous dealmaking tasks and enable professionals to focus on creativity. Now, they can identify opportunities and anticipate risks faster and with greater accuracy.
Branded illustration for tech startup


Fintech / Insurtech
Artificial Intelligence
B2B SaaS
Brand Identity
Web Design & Dev.
Web Development
Motion & Illustrations
Using next-gen AI, Meridian is building the intersection of Fintech and AI to create the future of private dealmaking: they supercharge a firm's ability to source and evaluate new deals, manage its portfolio, and raise capital. The SaaS startup reached out to us to create a branding and a website that would help them communicate their value proposition.
Concept & Strategy
Meridian's brand should be perceived as an exclusive and serious brand to create trust in the investment industry. However, a dynamic, forward-looking, and realistic notion also needed to be communicated to reach a younger generation of investors. The SaaS startup's name served as a starting point for creating its visual identity: a meridian is an imaginary line on the Earth's surface that connects the North and South Poles and is a reference point for measuring longitude.
The letter 'd' serves as the key distinctive element and connects the logotype to the brand name. Its bent stem refers to the Earth's imaginary meridian: symbolizing a rotational movement, it reveals a spectrum of possibilities encapsulated in the round shape and conveys a sense of inspiration. The basis of the logotype is a modern sans-serif font, communicating professionalism and trustworthiness. Sharp terminals evoke the idea of precision and handcrafted details like subtly expanded letters, the serif ending of the 'a', and tapered joineries add personality.
The brand identity is characterized by a primary tone: Midnight Black, conveying elegance and professionalism. In the financial sphere, communicating calmness is crucial, which we achieved through the secondary colors: DeepSpace Green also reminds of success and Cream is associated with simplicity. The accent tone Sky Turquoise adds freshness and emphasizes a cutting-edge tool. In addition, we created a 'scaled color palette', evolving from and harmonizing perfectly with the main palette. Shades such as Graphite Grey and Deep Teal, a rich variant of our DeepSpace Green, add sophistication. Slate Grey and Sand enhance the color palette with the possibility of adding a cool or a warm shade, respectively. The energetic gradient communicates creativity and a spectrum of endless possibilities.
Satoshi is a modernist sans-serif typeface. It combines characteristic grotesque letters with geometrically designed characters. Due to the combination of geometry and classic details, Satoshi is characterized by its versatility.
Although the visual identity of Meridian predominantly relies on custom illustrations, we used photographic elements to make the service more tangible and create a stronger relationship with the target audience. The shades of the short clips on the homepage combine with the color palette, aligning the video material harmoniously with the other design elements.
The illustrations and animations relate to Meridian's services and are animated for their strategic use across the website. Featuring simplified UI elements, tables, and charts, along with occasional graphic elements such as icons, they help explain the tech product. Sometimes, by giving lines a slightly bound shape we refer to the Earth's Meridian and, hence, the brand name.
To make an abstract SaaS solution more tangible and to catch the attention of users, we included video material in the above-the-fold section of the homepage. It features videos of various tech sectors which provide examples of possible product use cases and show scenery related to big businesses. Accompanied by a subtle graph illustration that indicates growth, the header catches the user's eye before scrolling down to product benefits and features. These are depicted by animated illustrations, which enhance the understanding of the SaaS solution.
Visit Meridian website
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