Maeve Meridian
Brand Strategy, Art Direction & Design
Maeve Meridian is a fictional women’s health practice that began with virtual mental health, but quickly expanded into wellness, coaching, and community support when they found their audience need for it. Members are able to speak with OBGYNs, physical therapists, mental health therapists, and career coaches all in one place on their schedule.
Brand Strategy
Maeve draws from Irish mythology: a warrior queen and fierce protector of her people. Meridian refers to the peak arc of the sun, the navigational line that marks where you are in a journey. Together, the name signals a brand that guards women's health across every stage of their lives, from first appointment to final chapter.
The tagline is concise, functional, and anchors the brand's whole-life positioning without leaning into emotional language that could feel soft or vague.
The logo's flowing lines represent DNA, getting to the root of women's health issues, as well as the flow of time throughout a woman's life, and the circle is looping the connection between them.
Warm creams differentiate the brand from colder, more clinical brands. The soft greens represent vitality and regeneration, while lavenders bring in the feminine contrast, creating a soothing, yet uplifting aesthetic.
