our brand evolution

We're evolving.

our genesis

A simple idea of giving, became a movement.

OUR evolution

Our brand needs to keep pace.

belief

We've always believed giving could be bigger.

brand

And our brand should amplify that.

ambassador programme

Change

signal

for

growth.

Our

impact

has

deepened,

and

our

brand

should

amplify

that.

change

Every great movement evolves to reflect not only where it began, but where it’s going.

Meridian has always been about more than giving; it’s been about reimagining what generosity can achieve.

Our impact has deepened, and our brand needs to grow with it.

why

Why we're evolving.

Meridian began with a simple idea: mates giving together. That idea became a movement, one that proved generosity could be shared, multiplied, and sustained.

But as Meridian grew, so did our ambition. We established an investment fund, an endowment model that turns every donation into a legacy. We expanded the breadth of causes we support, from youth and health to innovation and humanitarian impact.

The challenge was this: while our model had evolved, our brand no longer fully reflected the vision and sophistication behind it. To truly inspire new generations of givers, we needed a clearer signal, a stronger presence, and a bolder way to share our difference and value.

the strategy

Building a Brand for Enduring Generosity

Our brand evolution was guided by a clear strategy:

‍Clarify our difference: Unlike other giving circles, Meridian is powered by an endowment. This is giving that compounds.

‍Balance head and heart: We combine the warmth of community with the discipline of investment-led philanthropy.

‍Signal leadership: Meridian is more than a participant - it’s a category shaper, a platform for enduring generosity.

‍Create a new language for giving: Moving from charity-as-transaction to philanthropy-as-asset.The evolved brand doesn’t replace our history - it builds on it, widening the frame without losing the heart

the change

Core creative concept:
‍
"What if generosity didn't end when you gave it away?

the change

The Brandmark Evolution

The Meridian Global logo conveys credibility and stature through a design of considered simplicity.

The curved lines within the “I” reference meridian lines, symbolising orientation and connection, while also evoking ripples that represent the amplification of impact when people give together.

The logo is purposefully simple, yet conceptually crafted. Its clean structure allows for flexibility and legibility across formats, while the considered use of curves brings a sense of movement and intent.

‍

the change

Our Colour Palette

A refreshing take on the existing primary brand colours evolves to include more contrast and impact while retaining its sincere and confident tone.

The breadth of this palette gives the Meridian brand versatility and visual energy while maintaining a cohesive tone.

bringing our brand to life

Visual Language

“Basic” geometric shapes showcasing lines (meridian) and curves (global) are the building blocks of frames, stands and bridges in our visual language. In layout these shapes and forms amplify and elevate Meridians causes and messages, and direct and welcome communication and connection.

They represent the structure of Meridian - powerful, future-focussed, adaptable, unique. Each piece (donation) the genesis point for something better than its individual part.

the journey

You've been a part of our journey.
Thank you
‍

This evolution is only possible because of people like you, who believe generosity can be more than a moment. Together, we now carry a stronger signal, a clearer purpose, and a bolder vision. Thank you for being part of our journey - we’re excited to continue building the future of giving, with you.

We're evolving.

A simple idea of giving, became a movement.

Our brand needs to keep pace.

We've always believed giving could be bigger.

And our brand should amplify that.

Amplify what matters to you, and the world.