equinox

Integrated Rebranding Effort

We needed to re-engineer Equinox’s brand essence to leverage sexiness, while adding a substantive basis for long-term relationship and membership.

For Year 1, we developed a construct that equates physical fitness with spiritual, mental and even professional fitness, while maintaining the fashion dimension of the brand.

In Year 2, we applied that essence, while focusing on the classes, training and physical quality of the the clubs themselves.

agency:  DiNoto, Inc./NY