Brand Identity — 2023
Meridian Rebrand
01 Brief
The Brief
Meridian Group needed a new visual identity to reflect its expansion from a regional logistics operator into a global supply chain partner.
02 Challenge
The Challenge
Unifying four distinct sub-brand visual languages under a single masterbrand while retaining enough flexibility for each division to operate semi-independently.
03 Process
The Process
We began with a two-week discovery sprint across three cities, interviewing leadership, customers, and freight staff. A modular mark with divisional colour coding resolved the flexibility tension.
04 Outcome
The Outcome
Launched across 14 markets in Q4 2023. Internal adoption at 94% within 60 days. The new identity became the basis for a Series B fundraising deck that closed in February 2024.
05 Credits
The Team
Strategy: Elara Studio, Photography: Raka Prasetya, Motion: Sita Wulandari