Meridian was interested in transitioning business leadership from father to son. To mark the transition, a brand redesign was in order to signify change. It was an opportunity to do a brand check-up to assess what was working and what needed to be eliminated from the brand strategy. SCG Brand DX was instrumental in identifying and measuring the gaps. It was agreed that focus on the lighthouse as the key image for the Meridian brand identity would resonate with clients as being a secure, hopeful and a guiding force. After launching the new logo, website, app and marketing materials Meridian saw a positive rise in their customer base.