For 25 years, Equinox has pushed the boundaries of movement, nutrition, and regeneration. A hotel could be a place where their holistic approach to wellbeing could continue to live more fully. To elevate and extend their brand towards this new opportunity, they invited us to define, design and launch ‘Equinox Hotels’.
Approach
The Equinox audience strives to be better than who they were yesterday. Through this pursuit, they find themselves propelled towards the extremes. By amplifying the equities of Equinox, we crafted an uncommonly disciplined logo—rooted in the philosophy of extremes. Discipline and indulgence. Excess and absence. Light and dark. Warm and cool. Day and night. These dualities define Equinox Hotels.
Results
The brand embraces the distinct tones of each location, acting as a framework for the unique qualities of each city. The first Equinox hotel launched in New York City’s Hudson Yards, with plans to open doors in several cities across the globe.
