Living up to the reputation; It's not fitness. It's life.

Equinox – The Brand

  • Art Direction
  • Design

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.

Annual Brand Campaigns

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.

Digital Innovation

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 and add new e-commerce functionality that allowed anyone to purchase a membership totally online, all while delivering an exceptional brand experience.

Video. By Equinox.

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.