AEQ: Brand refresh & visual system for a digital consultancy
Refreshing the identity of a digital consulting company based in Vancouver, BC - to communicate modernity, confidence, & strategic balance.
Client: Aequilibrium (AEQ)
Role: Lead Visual Designer
Deliverables: Brand identity refresh, iconography, gradients & visual elements, web design support, marketing asset system.
Brief
Aequilibrium (AEQ) is a digital consulting company specialising in VR training & digital banking solutions. While the company had a strong market position, it’s visual identity lacked distinctiveness & energy - especially in a competitive tech & consulting landscape.
I was tasked with revitalising the brand’s identity & visual language to create a cohesive system that expressed both strategic balance & modern vitality across digital & print mediums.
Objective
Design a refreshed brand system that needed to feel modern & distinctive without losing professionalism, aligning with AEQ’s positioning.
Challenge
AEQ’s previous style was uninspired & inconsistent - making it harder for the brand to stand out in innovation-driven sectors like VR & FinTech.
The design had to:
Communicate balance - a core brand concept
Translate across multiple formats (digital, social, print)
Support both strategic communication (whitepapers, decks) & brand personality (website, social presence)
Strategic Visual Approach
The idea of balance came directly from the name Aequilibrium (AEQ), so I used that as the foundation for the visual system.
Rather than treating it as a theme, I translated it into a visual logic that informed structure, spacing, and hierarchy across the system. This showed up in the way shapes were constructed, how visual weight was distributed, and how consistency was maintained across different components.
Re-branding
Brand System & Identity Components
I used geometry to introduce structure, developed a set of icons designed for clarity and balance, and introduced a colour and gradient system that added energy. Typography was tightened.
The aim was to make everything feel like it belonged to a single, coherent system rooted in the idea behind the name.
The focus was on making it usable for both designers and non-designers, so the team could apply it consistently without needing constant oversight.
Design Applications
Web Interface & Visual Assets
I applied the new brand system across the full website, creating high-fidelity designs and visual direction, introducing updated colour, gradients and iconography while improving clarity and navigation.
Marketing & Print Materials
Traditional AEQ materials like white papers & 1-pagers were redesigned to feel modern & engaging, using visual hierarchy & balanced layout systems to highlight insights without overwhelming the reader.
These applications made AEQ’s communications both more dynamic & more coherent.
The updated identity gave AEQ a more cohesive and confident visual presence that better matched the quality of their work.
It helped the brand communicate more clearly in client-facing situations, particularly in pitch decks and presentations, where the new system and tone of voice made complex ideas easier to understand and more persuasive.
The refreshed identity also improved consistency across future collaborations and marketing output, helping AEQ present itself more professionally and ultimately supporting new client opportunities.
Outcome & Impact
Reflection
The main takeaway was simple: when there’s a clear idea behind a system, everything else becomes easier to make consistent. It stops being about individual visuals and becomes about whether things fit or don’t fit.
“I’ve had the chance to work with Josh on a few occasions & each time I am impressed with his thoughtful design, great demeanour & great communication.”