Delivering the Ultimate in Health and Hospitality.


Project — Create the identity for a health & performance hospitality concept at the world’s leading Fitness Club. Equinox tapped K+L to develop the brand from the ground up. The mission; communicate the obsessively thoughtful curation of wellness options while celebrating an enthusiastic pursuit of health and performance goals. To be trusted while provocative. Inclusive and exclusive.

Strategy and Creative – Working intimately with executive creative and marketing directors. K+L was asked to help identify the essence of the new concept. To define and craft the expression of the brand through values, personality and voice. Assemble the pieces and deliver an ethos, high level copy, naming and visual identity. Culminating in a 360 brand experience.