Meridian

A unified brand and digital presence for Meridian Adhesives.

Deliverables:

  • Brand architecture refinement
  • Brand identity development
  • Website merger strategy
  • Website design & build
  • Social media strategy

Breakthrough goal:
Unify brand portfolio

Founded in 2018, Meridian Adhesives Group grew rapidly through acquisitions across electronics, infrastructure and industrial markets, leaving a fragmented brand and digital presence. It was time to refine the group’s brand architecture and consolidate 12 separate websites into a single, unified platform creating clarity, consistency and a digital experience designed to reflect Meridian’s scale today and support its future growth.

Ambition

Meridian had established itself as a leading global manufacturer of adhesives and sealants, with a growing reputation for service and innovation. As turnover passed $250 million by 2025, the group’s leadership recognised that their brand and digital presence needed to evolve.

The ambition was clear: to create a single platform that would unify Meridian and its sub-brands, making it simple for customers to discover products, access resources and understand the breadth of capability across the group. At the same time, the platform needed to unlock new opportunities for cross-selling, deliver a consistent brand story, and provide a scalable framework for future growth.

Strategic direction

Our first step was to gain alignment across Meridian’s divisions. Through stakeholder interviews and detailed questionnaires, we uncovered differences in operations and expectations between the acquired companies. These insights became the basis for focused workshops with the internal marketing team, where we worked together to reconcile differences and define common ground.

We refined Meridian’s brand architecture and identity, carrying out a brand audit that highlighted both strengths and gaps. From this, three clear themes emerged to shape the brand narrative: building strong bonds, elevating the everyday, and the pursuit of excellence. These principles provided a platform for consistent messaging and a visual identity designed to inspire confidence across every touchpoint.

A particular challenge for the website lay in the presentation of product information. Each business had developed its own structure and conventions, leading to inconsistency and confusion. By carefully analysing these approaches alongside industry best practice, we created a unified system for product pages that balanced flexibility with clarity. Follow-up sessions with stakeholders tested and refined this model, ensuring buy-in and confidence across the group.

The breakthrough idea

The breakthrough came with a unifying idea that captured the essence of Meridian’s impact: ‘from the ordinary to the extraordinary’. Adhesives might appear invisible in daily life, but Meridian’s technologies enable extraordinary outcomes in construction, electronics, infrastructure and beyond.

This idea informed both the brand and the digital experience. Photography focused on scale and application, showing the impressive end results of Meridian products in action. The website translated this ambition into a seamless user journey, where multiple entry points led into a single unified product finder. Customers could navigate by technology, application or product, always arriving at clear, consistent information with easy access to downloads. The effect was a digital experience that mirrored the quality, innovation and excellence of Meridian’s products.

The breakthrough result

Just four months after launch, the results spoke for themselves. Over a third of product page visitors downloaded supporting files, with more than 1,300 downloads recorded across the site. Contact forms were completed by 4.7% of product-page users, generating 322 new enquiries and clear evidence of quality lead generation.

Beyond the numbers, feedback from customers and internal teams has been overwhelmingly positive. Users praised the ease of the new product finder and the clarity of downloads, with follow-up calls confirming the site’s strength in guiding them to the right resources. Insights from these conversations also highlighted additional opportunities to prioritise resources and guides, ensuring a smooth transition as legacy websites were phased out.

Internally, the Meridian marketing team has gained a clear, confident framework to manage the brand and its digital presence. Externally, customers now see a single, powerful Meridian brand—one that brings together its diverse companies into a coherent, ambitious whole. The result is a digital platform ready to support future acquisitions and to showcase Meridian’s journey from the ordinary to the extraordinary.