HIT YOUR TARGET
HONING A PROVOCATIVE BRAND PERSONALITY ALLOWED EQUINOX TO CONNECT WITH A SMALL BUT HIGHLY-TARGETED, ELITE AUDIENCE. THEY’RE NOT A BRAND FOR EVERYONE AND NOT AFRAID TO SAY IT.
Founded in 1991, Equinox is a luxury fitness club known for its luxe amenities and celebrity following. It quickly became the place to work out in New York for the affluent and discerning. Over the past decade Equinox had expanded its reach across the US and to London, but had outgrown its original brand in the process.
Led by risk-takers, rebels, and provocateurs, Equinox demanded a sophisticated and powerful brand identity to match its unique ethos. Equinox called The Partners to help get the brand into shape.
Our first step was to define the brand’s personality. Equinox is a luxury brand with a soul in performance and the mind of a provocateur. We recognised that when these three elements came together they created a unique tension and that was where the Equinox magic happened. This idea ofTension now sits at the heart of the brand.
We stripped back the identity to its essence and refined the typography to amplify the luxury dimension of the brand. But the idea of Tension is what really brought the visual and verbal identity to life. The logo and elegant, modern typography are often sheared off the page. Large fields of black & white dominate layouts, adding drama and tension to compositions. Oversized logos are placed over full-page imagery, photographs are obscured with a sexy steam effect, evocative of a steam room or a hot studio. We also developed a distinctive tone of voice that is always provocative, never bland and never boring.
Working as part of an integrated team with Weiden & Kennedy, R/GA and Equinox’s in-house creative team, we’ve helped to express the Equinox brand at every touchpoint. Equinox firmly occupies a category of one – a lifestyle high performance brand that isn’t for everyone, and it’s not afraid to say it.
FUTHERMORE FROM EQUINOX
Following the success of the Equinox brand, we have created the brand for Furthermore, an online magazine that unites Equinox’s industry-leading fitness and wellness experts with worldwide tastemakers in lifestyle, fashion, technology and travel. Derived from the high-performance, fitness-orientated audience's desire to go further and want more, the new publication offers a sector-leading combination of science-driven fitness content and lifestyle inspiration from in-depth feature articles to elevated fitness videos and shop-able fitness stories.