Meridian

THE BRIEF

A complete brand identity and campaign for a boutique expedition and adventure travel company.

The brief was set: To create what a modern expedition travel brand should look and feel like. IO created a brand from scratch, beginning with the name itself, for a boutique small group adventure company that felt genuinely premium and distinctive in a market full of generic travel marketing. Meridian - a word that references the highest point of the sun's arc and carries a sense of geography, exploration and ambition - was chosen as a name that could sit confidently alongside the world's best travel brands. The result is a complete brand system built around one central idea - that the world's most extraordinary places deserve to be experienced properly, not just ticked off a list.

THE OUTCOME

A bold, cinematic brand built for people who want more than a holiday.

The Meridian brand is built around a single visual device, a circular mark that sits over photography to frame the subject without dominating it. Used consistently across every asset, it gives the brand an immediately recognisable visual signature that works at every scale from a social post to an airport billboard.
The identity spans a full suite of deliverables including logo and wordmark, a travel stamp icon set, destination card series, boarding pass social templates, billboard concepts, brochure design and a destination library covering eighteen locations worldwide. An orange accent provides the only moment of deliberate colour in an otherwise dark and cinematic visual world - used sparingly, it lands exactly where it should.

Meridian demonstrates what IO Creative does best. Taking a strong creative idea and building an entire brand world around it.