Equilibrium rebrands to equ

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Equilibrium rebrands to equ

Equilibrium has announced it has officially rebranded to equ (pronounced e-queue). After serving the business well for the past 28 years, the decision to evolve the Equilibrium brand was driven by the organisation’s brand promise of making ‘exceptional our standard’.


According to equ Managing Director, Warren Gibbs, the change was the culmination of many months of work, both by the internal team and specialist consultants.

“It’s always notoriously hard for anyone operating in the creative and digital industry to do their own work, and we’ve probably been the fussiest and most demanding client in nearly 30 years of business,” he laughed.

Rather than seeing this as an exercise in rebranding, Gibbs said the move to equ was an opportunity to ‘refactor’ the organisation’s identity.

“Refactoring is a term we use in the digital industry which refers to the process of restructuring and optimising code, without changing its behaviour.

“In the same way, we are refining and optimising our identity to better reflect the organisation we are today,’ he said.

Accompanying the name and identity, equ has also launched a new website that showcases the exceptional standard of work undertaken by the award-winning team.

Check it out here

With almost three decades of experience, and boasting an exceptional track record, equ is home to WA’s leading independent digital offering with deep expertise across strategic advisory, product development and growth and performance.

“Although we’re excited to introduce equ to the world, the essence of what has brought us to this point remains the same.

“It is where our clients and partners know their most important and complex digital projects are in safe hands,’ said Gibbs.

The launch of equ bodes well for an exciting year ahead, and builds on the momentum of recently launched major projects for REIWA, Lotterywest, Rottnest Island and Fringe World amongst others.