An identity that doesn't apologize for being a clinic

Meridian came to us in early 2024 with a working brand they had outgrown. The mark looked like a wellness app, the photography was the same five stock shots every primary-care startup uses, and the copy hedged. They were a real clinic, run by real doctors, and the brand was reading like a Series-A pitch deck.

The brief

Make us look like a place an adult would book a physical, not a place a 24-year-old would buy a cleanse.

Specifically: keep the name, but replace the wordmark, the type system, the color, the tone, and the marketing site. Six weeks for the system; two more for the launch site. We took the engagement at twelve weeks total — they said yes.

What we did

We started with the wordmark. Their old logo was a soft sans-serif stacked over a leaf icon. We replaced it with a custom wordmark drawn in a slightly contracted neo-grotesque, with a single ligature in the “ri” pair that gave the mark personality without the icon. The icon was retired entirely.

The type system pairs the wordmark with Söhne for body and a tighter, slightly more angular display face for headlines. Both have legitimate medical-publishing pedigree — they’re the typefaces serious health journalism uses. That’s the signal.

For color we moved from a wellness-y mint and beige to a deep evergreen #1A2E2A and a single warm cream #E5E1D7 accent. The combination reads as “evening at a research library,” not “morning at a juice bar.” We used it across signage, scrubs, and the marketing site.

The outcome

The new site shipped 11 weeks after kickoff. In the first 60 days, organic visitor → consultation conversion ran at 3.4× the prior baseline, with no change to ad spend or distribution. Their head of growth attributes a chunk of that to the photography and copy passes, both of which were part of the engagement.

Meridian is now a four-clinic operation, and the system has held up across three new locations and a podcast launch. The mark hasn’t been revised once.