Meridian did serious work and led with hedges. Every sentence opened with a qualifier, and the effect was a company that sounded unsure of its own results.
Regulatory copy could not change. Everything else had to work around sentences written by lawyers.
We rewrote the top line so the claim came first and the caveat second — a sequencing change, not a compliance one.
The identity was structured around where their words actually appear: papers, posters, tender documents.
Then the mark, the type pairing and a template set their own comms team could run.