Justin Marcis built a gym in Chicago that became a real thing. Then life pulled him west. He hired a GM to run the floor, moved his family to Denver, and started figuring out what came next. What came next was a brand called Meridian Theory. A coaching practice with a name, a look, and a logo. But it never clicked. Something was off. The brand didn't feel like him, and it showed. Meanwhile, the training itself had been quietly transforming. Heavy clubs, kettlebells, bodyweight. Ancient methods, slow and intentional. He was seeing results in himself and his athletes that years of conventional training hadn't produced. This was the thing. Not Meridian. This. He came back to Kyle at Eertmoed Studio with a simple question: should I change the name? We'd worked together on the Chicago gym and he trusted how that turned out. But the name was the smallest part of the problem. Meridian wasn't just the wrong name, the brand wasn't showing up in the right ways. Like Justin, it needed a fresh start. So we got to work. New name. Revised mark. New visual identity, positioning, messaging, website. Built around who Justin actually is and where he's heading.