Equinox Rebrand

Equinox had a visual identity past its prime and a tone of voice that aimed for provocative, but verged on cliche. Led by risk takers and provocateurs, Equinox required a sophisticated visual and verbal identity to match their unique ethos. With an identity based on tension, we stripped back the logo to its essence, created the “steam treatment”, and refined typography to amplify the luxury dimension of the brand.