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Brand + Ecommerce · 2026
Meridian Objects
Context
Meridian had built a quietly loyal customer base of architects and designers, but their digital presence said discount. Conversion was happening only on sale weeks. Their team — a founder, a head of ops, and a freelance studio manager — knew they needed to move upmarket but did not know how.
The challenge
Reposition without alienating existing customers, increase average order value, and rebuild a website fast enough to capture the spring buying season — all in nine weeks.
Approach
Two weeks of customer research with their top quartile by lifetime value. Found a clear pattern: these were buying behavior, not price.
Rebuilt the verbal identity around objects as inheritance, not consumption. Stripped every "sale", "deal" and "discount" from the system.
Designed an editorial brand system — serif display, off-white canvas, hand-set photography rules — that read like Kinfolk crossed with a furniture maker, not a retailer.
Re-engineered the storefront in Next.js + Shopify Storefront API. Cart, checkout, and post-purchase reimagined as a single continuous experience.
Built a tiered loyalty program and a referral system that gave designers a meaningful reason to recommend.
Outcome
Average order value rose 71% in the first quarter post-launch. Repeat purchase rate doubled. The brand is now stocked in fourteen architect showrooms — distribution they had been pursuing unsuccessfully for two years.
We thought we needed a new website. KAIV showed us we needed a different conversation with our customer. Everything that has happened since traces back to that.
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