Followers need not apply.

Equinox came to us with a visual identity that was past its prime and a tone of voice that aimed for provocative, but verged on cliché. Led by risk takers, rebels, and provocateurs, Equinox demanded a sophisticated and powerful visual and verbal identity to match their unique ethos.

It’s not for everyone.

Capturing the brand’s inspirational luxury, high performance and daring attitude, we created a brand identity that thrives on TENSION. We stripped back the logo to its essence, refining typography to amplify the luxury dimension of the brand. The tone of voice really turns up the heat, always provocative, never bland, never boring. Equinox isn’t a brand for everyone, and they’re not afraid to say it.

Launched on January 1, the identity is still being rolled out across all locations and collateral.