- Art Direction
Equinox is a luxury fitness and lifestyle brand that has undergone rapid growth over the last 10 years encompassing every aspect of fitness, nutrition, lifestyle and is moving into the hospitality space.
I served as the in-house art director focusing on the digital innovation of the brand. Through brand positioning campaigns, holiday campaigns and product launches, website redesign and e-commerce initiatives, outward facing marketing communications, video content, and the launch of a brand new fitness and lifestyle blog.
Equinox always pushes the envelope with advertising campaigns that raises eyebrows and turns heads, and the By Equinox campaign we conceived in-house was no exception.
The “By Equinox” campaigns embodied the real-world benefits realized by the hard work and dedication of its members. A way to convey Equinox’s promise, It’s not fitness. It’s life.
Design a beautiful spatial experience to display class schedules, campaigns and important announcements. Integrated motion elements and video, social media elements and hyper local content to deliver a beautiful on-brand, in-club experience.
Equinox brought the team a difficult task. Redesign equinox.com and add new e-commerce functionality that allowed anyone to purchase a membership totally online, all while delivering an exceptional brand experience.
I had the pleasure of being art director for the initial series of videos featured in Equinox’s digital lifestyle magazine, Q. I worked with videographers to establish the vision, shot list, wardrobe and hair/makeup.