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ALEXIA BOITEAU

ABOUT

Where commerce is built for passion

CLIENT: EQL
PROJECT: BRAND, VISUAL IDENTITY, WEBSITE
ROLE: DESIGN AND ART DIRECTION

Whether you are a teenager saving up for your “Air Jordan 6 Kids Retro” or an executive who never stopped collecting “Topps Chrome” baseball cards, your passion fuels culture, and it matters. Yet, in a world where cultural products become an asset class and commerce technology is plagued with bots and bad actors, fans often don't stand a fair chance of getting their desired products.

 

EQL navigates growth in both B2B and B2C and needed to transition from its original sneaker-focused identity. The brand recognized that its association with "hype" didn't align with its broader offerings or values. 

EQL, pronounced as “equal,” is an eCommerce platform that powers the launch of the world’s most in-demand products for brands like Nike, Crocs, and Tiffany’s. By combining chaos-proof technology, fan data analysis, and cultural advisory, EQL gets scarce products into the hands of fans and offers brands a new channel to build loyalty.

 

Interviews with fans, brands, and EQL’s own employees revealed the fleeting and “manufactured” nature of “hype,” pointing towards a deeper connector between all of them: “passion.” Brands are passionate about their fans, fans are passionate about the products that connect them with culture, and Equal is passionate about bridging brands and fans.

 

“Passion” then became EQL’s brand platform, conveying its dedication to culture and precision in technology and positioning it as the place where commerce is (finally) built for passion.

From hype-centric to passion-fueled

EQL, pronounced as “equal,” is an eCommerce platform that powers the launch of the world’s most in-demand products for brands like Nike, Crocs, and Tiffany’s. By combining chaos-proof technology, fan data analysis, and cultural advisory, EQL gets scarce products into the hands of fans and offers brands a new channel to build loyalty.

Interviews with fans, brands, and EQL’s own employees revealed the fleeting and “manufactured” nature of “hype,” pointing towards a deeper connector between all of them: “passion.” Brands are passionate about their fans, fans are passionate about the products that connect them with culture, and Equal is passionate about bridging brands and fans.


“Passion” then became EQL’s brand platform, conveying its dedication to culture and precision in technology and positioning it as the place where commerce is (finally) built for passion.

From hype-centric to passion-fueled

The new visual identity vividly reflects the energy found in EQL products, brands, and, most importantly, fans. Our approach centered around a label-centric design, a strategic choice that effectively communicates both cultural relevance and technical expertise.

 

The design blends delight with determination, embodying a playful yet purposeful character. It’s crafted to be confidently approachable, aligning perfectly with EQL’s fan-first philosophy: entertaining, joyous, confident, and communal.

 

The visual identity system is designed for scalability, ensuring that EQL elevates the distinctiveness of other brands while its own essence remains prominent and unaltered.

A fan-first identity

The updated design of the EQL logo features nuanced adjustments that enhance the overall harmony and readability. We have meticulously rebalanced the typographic elements, achieving a cohesive and elegant sign

After developing the EQL brand strategy and identity, Your Majesty and EQL embarked on an ongoing relationship where our team continues to provide brand and marketing consultancy, as well as creative production services. We have collaborated with EQL to roll out the brand across numerous touchpoints. This includes everything from in-store activation cards and winning collaterals to their website and lead-generation strategy.

Continuous collaboration

Credits

Strategy: Viet 

Design support: AJ

Illustrator: TylerDale

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