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.