Meridian

Meridian had outgrown its origins as a grassroots giving circle. While the community was strong, the brand lacked clear differentiation in an increasingly crowded philanthropic landscape. The core mechanism - the investment fund that grows donations over time - was powerful, but it was hidden in the background. Messaging leaned heavily on charity-style language and didn’t reflect the sophistication, rigour, or long-term value behind the model. Meridian needed a strategic repositioning: a brand that could communicate its unique Oracle Fund, attract high-intent givers, and redefine what modern philanthropy looks like.

Legion uplifted Meridian’s original strategy through a pro bono strategic evolution - reviewing, refining, and elevating their existing work rather than rebuilding it from the ground up. We clarified their positioning around investment-led, compounding philanthropy, elevated their narrative, and sharpened their messaging to reflect both the emotional and functional power of the model. Using our strategic expertise, we defined a stronger brand voice and built a cleaner, more confident framework for how Meridian communicates its vision. Creatively, we evolved the visual identity with a system that brings structure, clarity, and modernity to the brand. Directional geometry, expanded colour systems, and a refined brandmark introduce a sense of leadership that amplifies, rather than competes with, the causes Meridian supports. This work was not a full rebuild—it was a strategic upgrade designed to give Meridian the signal strength it needed.

The evolved Meridian brand sharpened its differentiation, strengthened trust, and unlocked a new level of clarity around its unique model. By naming and foregrounding the Oracle Fund, Meridian can now confidently communicate how donations compound to create sustained, long-term impact. The new identity and messaging have elevated the organisation’s credibility with business leaders, emerging philanthropists, and corporate partners- positioning Meridian as a future-focused category shaper, not simply another giving circle. As Meridian launches its renewed brand and enters its next chapter, it does so with a stronger signal, a clearer promise, and a platform built to inspire a new generation of purposeful givers.