Forma Technologies
2025
Identity design and web system for a B2B SaaS startup entering a crowded project management market — built for trust, clarity, and category differentiation.
Enterprise website redesign for a 1200-person professional services firm — restructured for clarity, credibility, and a measurable reduction in sales cycle friction.
year
Industry
Professional Services / Enterprise
Client
Meridian Advisory Group
timeline
16
Weeks
Overview
Meridian Advisory Group is a 1200-person professional services firm operating across four practice areas and nine international offices. Their website had not been meaningfully updated in five years — a repository of PDFs and press releases masquerading as a market-facing presence. New business leads were arriving undereducated about Meridian's capabilities and the sales team was spending the first meeting catching people up on work the website should have done. Our mandate was to redesign the site as a strategic business tool, not a digital brochure.
Challenge
With 400+ pages of content, the first challenge was not design — it was governance. No single stakeholder owned the site, which meant content had grown without logic or hierarchy. Practice area pages were inconsistent in structure and quality. Case studies — Meridian's most powerful conversion asset — were locked behind a gated portal visited by almost no one. The design itself was technically functional but aesthetically dated: an unchanged wordmark, a stale stock photo library, and a mobile experience that had never been a priority.
Solution
We began with a 6-week content and IA sprint defining a three-tier content hierarchy: who we are, what we do, and what we have done. Case studies were ungated and restructured into a filterable work library, becoming the site's primary lead-generation surface. The design language was built around structured authority — generous whitespace, a refined editorial type pairing, and photography art directed around people and outcomes rather than offices and handshakes. Twelve weeks post-launch average pages-per-session increased by 2.4 and inbound RFP quality improved measurably.
In Numbers
A corporate web redesign that turned a five-year-old digital liability into Meridian's most effective new business tool — structured for clarity and designed for confidence.
2.4×
60+
0
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Enterprise website redesign for a 1200-person professional services firm — restructured for clarity, credibility, and a measurable reduction in sales cycle friction.
