Equitable Financial

One of America's leading financial services companies

Creative Direction, Campaign Strategy + Design, Brand Development + Governance, Photography Direction, Marketing & Collateral Design

How do you evolve a 160-year-old brand while honoring its legacy?

Challenge

Reinforce Equitable’s position as a trusted leader in financial services while overcoming the perception of being a legacy institution. The brand needed to feel modern, human, and forward-thinking across every touchpoint.

Background

Equitable, founded in 1859, is one of America’s leading financial services companies. With a mission to help clients secure their financial well-being, the company provides advice, protection, and retirement strategies for individuals, families, and businesses nationwide.

The Approach

Leveraging the brand pillars of strength, courage, and wisdom, we built a brand that feels steeped in heritage, while positioning the brand for what’s next.

As Creative Director, I helped shape, develop, and extend the brand system across multiple channels:

Brand Evolution: Refined the look and feel to create a modern, confident, and approachable identity.

Photography Direction: Developed a style rooted in authenticity, inclusivity, and connection.

Digital Presence: Guided UX and design decisions for the website, ensuring a seamless brand experience.

Marketing & Campaigns: Directed creative for brochures, social media, promotional campaigns, and sales enablement tools.

Environmental Design: Extended the brand to events, signage, stage design, and internal communications.

The Impact

The result was a refreshed, unified brand that balanced Equitable’s 160+ year heritage with a modern, future-ready presence. The work strengthened consistency across all channels and positioned Equitable as a trusted, contemporary leader in financial services.

Collection of brochures and booklets laid out on a blue surface, featuring images of people, nature, and financial themes with text about goals, stability, and pursuing possibilities.
A web page about fee-based annuities from Equitable Financial, featuring an office scene with two men in discussion, and sections explaining benefits and client types.
People gathered outdoors, including a young girl in the foreground playing with a hula hoop, during a sunny day.
A collage of business and office-themed images with a blue color scheme, including a woman and child in a workspace, infographic charts, iconography, and a kitchen in the background.
A blue tote bag with green handles sitting on a stone staircase, featuring a light blue illustration of the Statue of Liberty's head and torch.
A round metallic button featuring an embossed woman with wavy hair, wearing a dress, holding a basketball.
Two blue menus or folders, one with a classical statue profile and the word 'TABLE' on the other.
Blue backpack with a front pocket and logo that reads 'EQUITABLE' on a plain background.
A blue to-go coffee cup with a logo of a woman’s profile, floating above a white surface, with a teal-colored plastic lid positioned above the cup and appearing to be falling.
Three transparent water bottles with blue, white, and dark blue caps, each labeled 'EQUITABLE' with a logo of a stylized animal on the front.
Collage of diverse people engaging in various activities, including family time, cooking outdoors, walking, biking, socializing, working, and relaxing at home and outside in nature.
Two professionals, a woman and a man, sitting outside and discussing over a laptop, with coffee cups on the table. The website header shows the logo and navigation options for Equitable, a financial planning advisory service.
A PowerPoint presentation template with slides featuring blue and white themes. Includes titles for sections, key takeaways, content outlines, and a graphic of a person's profile.

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