Alignkraft partnered with Meridian Risk Management after the original founder's son took over as president of the company. To mark this transition, a brand redesign was needed in order to signify change. In this climate of change there was an opportunity for a breakthrough in growth and to reposition Meridian, making it attractive to larger, high net-worth clients.
We conducted in-depth research of Meridian's closest competitors as well as larger insurance firms they viewed as models for future growth. Conducting a thorough assessment of Meridian's existing brand collateral, marketing materials and digital presence, we pinpointed strengths and areas with room for improvement. While Meridian's brand was not fully developed it turns out that many of their closest competitors were similarly positioned.
With this extensive research as a baseline, Alignkraft crafted unique selling points and value propositions which became the foundation of the overall strategy to elevate the Meridian brand moving forward.
We partnered with Meridian for a full discovery, messaging, naming and marketing campaign. With design and production spearheaded by Alignkraft's sister company, SCG Creative, we developed a logo, visual identity system, logo design, website and investor deck. It was agreed to focus on the lighthouse as the key image for the Meridian brand identity as it would resonate with clients as being a secure, hopeful and a guiding force. After launching the new brand Meridian saw a positive rise in their customer base and began signing on larger clients than before.