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Room 16 · Strategy and transformation consulting · Concept

Meridew Partners

Plain strategy for growing companies.

Meridew Partners, a fictional strategy consultancy whose whole site is one typed memo: conclusion first, edits visible, reviewer comments in the margin.

Concept project — fictional brand. This project was created by ARTLOGIC to demonstrate a possible brand and digital experience. The organization, name, people, prices, and data shown are fictional. This is not client work and does not represent measured business results.

Explore the concept site

Opening screen of the Meridew Partners site on a wide display: Plain strategy for growing companies.
Opening screen, desktop

01 The brief

The brand
Meridew Partners is a fictional strategy and transformation consultancy for growing companies. Its tagline is "Plain strategy for growing companies."
The problem
Executives judging a consulting partner want the conclusion first and the reasoning in the open. The site leads with the answer, keeps detail visible in reading order, and says honestly when the firm is not the right fit.

02 The idea

The site is one typed memo

What you see
The page opens with To, From and File lines, then a subject line with one phrase struck and its replacement inserted. The reader can accept the edit. Margin comments hang beside the paragraph they refer to.
How it works
The headline edit is a button with aria-pressed that swaps the struck and inserted text. Comments are labelled asides beside their paragraph, with a change bar in the gutter, and drop under it on narrow screens.

03 Design system

  • Page white#FFFFFF groundTrue white, no second ground.
  • Typed black#14181D inkAll running text.
  • Insertion teal#0B5C73 accentInserted text, links, the main action, focus.
  • Muted grey#565D66 mutedTyped labels and fine print.
  • Redline #B3261E. Struck text and errors.
  • Marker #FFF0A3. Highlighter on the conclusion only.
  • Change bar #7F5700. Gutter bar beside commented paragraphs.
Type
  • Literata
    Everything that is said: subject, conclusion, claims and body.
  • Source Sans 3
    Margin comments and fine print. Courier Prime sets the filed labels: To, From, File and part names.
Edges
No radius, no boxes, no ruled lists. The edge language is editing marks: strike, underline, highlighter, change bar and dotted perforation.
Motion
Almost none. Hover darkens the marker and thickens link underlines, and reduced motion switches that off.

04 Process

  1. Pre-production

    Pre-production produced a thesis, a pinned art direction, a sitemap of services, industries, approach, insights, cases, a fit check and contact, and a build plan with the fit questionnaire scored in advance.

  2. Build

    The site was built from the plan: service selector, six-question fit check, lead form, five services, insight articles and two labelled concept cases.

  3. Finish review

    Impeccable finish-review rounds compared the built pages with the direction and flagged what looked like a generic consulting template.

  4. Fixes

    The pre-production notes record that the first system, a folded sheet on a grey ground, hid text visitors came for. It was replaced with the memo system, and the fixes were applied and checked again.

05 Technology and accessibility

Stack
Next.js 16, Tailwind CSS 4 and TypeScript, inside the studio's single application.
Particular to this site
  • Scored six-question fit check with three outcomes
  • Service selector written as a fill-in sentence
  • Redline headline with an accept toggle
  • One SVG diagram on the approach page
Access
  • Accept-the-edit control is a button with aria-pressed
  • Margin comments are labelled asides, with no content hidden behind a click
  • Skip link and visible focus styles
  • Form errors set aria-invalid and aria-describedby, with live regions for results
  • Reduced-motion media query turns hover motion off
Tests
Covered by its own Playwright end-to-end spec and a unit test file for its logic.

06 Honest notes

Meridew Partners is a fictional brand and this is a concept project by Artlogic. There are no client names, logos or quantified results, and the two case studies are labelled as concepts.

The lead form and the fit check are demos. The form says so and stores nothing, and the fit answers stay on the page.

There is no photography, stock or generated, because the direction is typographic and the brief asks for almost no imagery. The only graphic is one SVG diagram on the approach page.

07 See it

Explore the concept site

Fictional prototype. A concept by ARTLOGIC for a fictional brand. English only.