Equentis
TIME
2023
ROLE
Creative Designer
A fintech, empowering individuals to build generational wealth through equity investing.
Equentis, a wealth advisory brand, was facing significant challenges in terms of its visual identity. The brand’s design was inconsistent across various platforms, with multiple colors that clashed, multiple design elements, and unprofessional fonts, which did not align with its sophisticated target market. These inconsistencies weakened the brand's credibility and recognition in the financial advisory sector, where trust, professionalism, and authority are key. Customers found it difficult to associate Equentis with the values of reliability and expertise, which are crucial in the wealth management space
Additionally, the lack of a cohesive design language created confusion for audiences across social media, the website, and marketing materials. The disjointed appearance not only hurt brand loyalty but also negatively impacted the effectiveness of performance marketing and customer engagement. The overall user experience had to be made better.
Upon joining the company, I was a part of rebranding initiative . After introducing a refined color palette with blue and beige as the brand colors, complemented by white and black as primary colors. This color combination conveyed a sense of professionalism and trust while maintaining a clean and elegant aesthetic. We eliminated the use of juvenile design elements and selected modern, sophisticated fonts to reflect the brand's high-level advisory expertise. By standardizing these design elements, We ensured consistency across all touchpoints, from performance marketing creatives to website graphics and social media.
I was a part of all digital and offline materials, including social media creatives, YouTube channel graphics, motion graphics, and animation. The result was a unified, polished, and professional look that resonated with the target audience. The new branding improved user engagement and helped solidify Equentis’s reputation as a trustworthy and competent wealth advisory brand.
The rebranding initiative dramatically improved the perception of Equentis in the eyes of both existing and potential clients. The cohesive design approach enhanced brand recall and fostered trust, which are essential in the wealth advisory industry. The new visual identity not only matched the industry standards but also set the brand apart as modern, professional, and authoritative. Customer interactions with the brand became more seamless and engaging across platforms, leading to improved performance in marketing campaigns.
This transformation also resulted in better alignment between the brand’s values and its visual representation, which boosted credibility and client loyalty. Ultimately, the new branding helped Equentis establish a stronger market presence, which is essential for long-term growth in a competitive financial landscape.
