Equinox: Power Down. Power Further.
Regeneration is a huge part of the Equinox brand—except no one knew what “regeneration” meant. Our go-getter members needed to understand recovery, so during my time as an in-house copy lead, I crafted a campaign that dared them to power down, go slow, and discover how doing nothing is everything. The messaging laddered across the brand portfolio to position everything from meditation podcasts to sleep coaching. I led a team, crafted a concept, wrote the tagline, and all supporting copy.
- Project Roles
- Copywriter, Creative Director, Strategist
- Brand Strategy, Copywriting, Creative Direction
- Project Industries