Overview
Meridian Works builds architectural metalwork across the Southeast, but its brand still looked like a 1998 print shop. The new identity pairs industrial durability with modern warmth: a confident wordmark, a structural grid, and an ember-orange palette drawn from the welding torch.
The system flexes from etched steel plaques to embroidered workwear to a fully rebuilt website — one voice, every surface.
The challenge
Two audiences, one brand: architects specifying million-dollar projects and homeowners commissioning a single gate. The identity had to signal engineering rigor without intimidating the residential client.
The approach
We built the identity on a modular beam grid — precision for the specifier — then warmed it with human photography, rounded supporting type, and plain-spoken copy. Mockups in real contexts (trucks, gates, proposals) guided every decision.
