CHALLENGE

Founded 130 years ago, Equity Trustees are a vibrant, experienced and progressive ASX listed organisation, however the brand was showing its age. To evolve with market demands and client expectations, Equity Trustees required a fresh brand strategy to move forward with, one that respected and embraced its legacy.

THINKING

Equity Trustees help people take care of their future, protecting their assets, offering insights and setting up growth for future generations.

The new brand mark was inspired by Equity Trustees heritage, updating their iconic scales to be modernised and simplified, complimented by a timeless sans-serif custom typeface. The visual language was formulated using parenthesis marks to convey the strong values of protection and care, enabling the foundations of the brand to be consistently translated across all visual communications.

IMPACT

Equity Trustees now reflects the business they are today. It’s a relevant and modern look for a brand with a long history in Australia as a trusted, specialist trustee company. It better articulates the energy, enthusiasm and commitment their team have towards their clients. It’s strengthening communications within their traditional markets and is helping their team open doors into new ones, including offshore. The new identity ensures Equity Trustees remains relevant in a changing and adapting marketplace.

Brand Strategy + Brand Mark + Visual Language + Website Design + Digital Design + Brand Style Guide