Brand guidelines that help Equinox speak to anyone, from fitness hipsters to lovers of luxury.
The work: 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.
What I did: Led brand identity and positioning work, crafted voice + tone guidelines, wrote copy
When we launched Equinox’s first standalone studio, it was time to tear up the rule book. I led a team to forge a rebel brand for PROJECT, with a voice that’s carefree, unfiltered and energetic. As copy lead, I played a key role in PROJECT’s thriving social media presence that continues to inspire devotion and defy expectations. (New York Times)
For years, E by Equinox lived as hyper-exclusive training spaces within existing clubs, but E club was like fight club—you didn’t talk about it. As Equinox expanded its London foothold, I helped lead a team to build E by Equinox into a distinct brand for long-term growth, beginning with the E St James's club. As copy lead for E by Equinox, I crafted a voice that’s uniquely understated, unexpected, and utterly personal.
