Sample works / Messaging page
Positioning · website copy · investor deck
One argument, carried across every channel.
A brief we set ourselves: one fund, eleven ways of describing it, and a page that settles the argument. Written to show the standard. Not client work.
One fund, eleven ways of describing it, and a page that settles the argument. A sample, not client work.
The problem
Eleven descriptions, none of them wrong.
The imagined client raises from institutions that read carefully and forgive nothing. The page has to carry that weight.
The issue wasn’t the writing itself. It was the lack of consensus on the fund’s core message and which claims could be sacrificed.
What we did
We killed ten of them.
Three weeks of interviews with partners, the IR team and two LPs who had passed. Then one positioning statement, one page, and a rewrite of the fund page, the deck and the LP letter from that single claim.
We then created a single positioning statement, a concise page, and revised the fund page, presentation deck, and LP letter based on that foundation. Nine weeks, two rounds of revisions.
“The fund does one thing: it holds the register others trade around. This page exists so you can check that claim.”
The writing
Judge the writing for yourself.
An excerpt of the fund page we wrote, in the voice that shipped.
Sample · the fund page
The register others trade around.
Most funds describe what they buy. This one describes what it holds, and why it holds it.
We do not chase the move. We are the reference the move is measured from. Capital comes to Meridian when an allocator wants the position that sets the level, not the one that follows it.
It is a narrow claim, and the only one this page is built to make.
An excerpt of the page we wrote.
