Equinox: Voice Guidelines
As a senior creative at Equinox, I played a key role in crafting the tone of voice, evolving the brand DNA, and strategizing around lifestyle trends. Beyond the Equinox “mother brand”, I helped launch sub-brands by defining what they stood for and how they should connect to their audience. These sub-brands range from PROJECT, our youthful and irreverent satellite studio, all the way to E by Equinox, our most VIP and elite club experience. I led brand identity and positioning work, crafted voice + tone guidelines, and wrote copy.
- Project Roles
- Copywriter, Creative Director, Strategist
- Brand Strategy, Copywriting, Creative Direction
- Brand Guidelines
- Project Industries