Meridian

A fund with €280M under management presented like a family office. Five weeks later it closed a €40M institutional round.

Client

Meridian

Market

Germany

Engagement

Branding & web

Fee

€5,900

Duration

5 weeks

Shipped

March 2025

The problem

Meridian had managed €280M of German residential property for eleven years and looked like two people with a PDF. The website was a single page with a stock photograph of a handshake. The pitch deck used a different logotype from the letterhead.

Institutional LPs run diligence on the brand before they run it on the numbers. Three of them said so, politely, on the way out.

The decision

We built the identity around the portfolio rather than the founders — the buildings are the track record, so the buildings carry the brand. The founder story moved off the homepage and into a single line on the about page.

We also refused a logo competition. One route, argued in writing, with the reasoning attached. It was approved in a day and has not been touched since.

PositioningIdentityArt directionSite designFront-end build

What changed on screen

01 · Identity

Identity — one logotype, one grid, one photographic rule — applied to deck, letterhead and site from the same file.

02 · Homepage

Homepage — portfolio first, performance second, founders last. The order LPs actually read in.

03 · Fund page

Fund page — the numbers set as a drawn table rather than prose, so diligence can screenshot it.

04 · Deck template

Deck template — twenty-one slides on the same tokens, so the raise never looks like a different company.

Result

Reported by the client at first close, six months post-launch

€40M

Round closed

First institutional round, oversubscribed.

Weeks

Positioning to launched site.

LP meetings booked

In the eight weeks after launch.

Route presented

No logo competition, no mood-board theatre.

“We stopped explaining who we are in the first ten minutes of every meeting. That is what it bought us.”

Managing partner, Meridian · Munich

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