Equity Trustees New Brand Mark over image black and white image of father and daughter

The Challenge

Founded 130 years ago, Equity Trustees are a vibrant, experienced and progressive ASX listed organisation, however the brand was showing its age. To evolve with market demands and client expectations, Equity Trustees needed a fresh strategy moving forward which respected and embraced its legacy.

Equity Trustees Brand Visual Language yellow brackets inspired by circular brand mark and hands representing care
Equity Trustees Brand Visual Language Rollout to multiple a4 Brochure covers and posters

The Thinking

At their core, Equity Trustees help people take care of their future – protecting their assets, offering insights and setting up growth for future generations.

The immense responsibility and care entrusted to Equity Trustees demanded acknowledgement of its heritage in the Brand Refresh. This can be seen in the update of their iconic scales within the Brand Mark to a simplified, more timeless aesthetic.

To compliment this, a visual language was formulated using parenthesis marks to convey the strong values of protection and care, enabling the foundations of the brand to be consistently translated across all visual communications.

Equity Trustees Brand Visual Language Rollout to iconography
Equity Trustees Brand Visual Language Rollout demonstrated on a mobile phone screen
Equity Trustees, Brand Visual Language Rollout to A4 Special Report covers

The Results

Equity Trustees now reflects the business they are today. It’s a relevant and modern look for a brand with a long history in Australia as a trusted, specialist trustee company. It better articulates the energy, enthusiasm and commitment their team have towards their clients. It’s strengthening communications within their traditional markets and is helping their team open doors into new ones, including offshore. The new identity ensures Equity Trustees remains relevant in a changing and adapting marketplace.

 

Brand Strategy + Brand Mark + Visual Language + Website Design + Digital Design + Brand Style Guide

Equity Trustees Brand Style guide page examples set out in a grid

“I am pleased to see our brand come to life with a rejuvenated look and feel, and a new energy that better reflects and represents our Company character, our ambition, our heritage and our strengths.”

Mick O’Brien | Managing Director Equity Trustees