Equip
EQUIP is a Liverpool-based apparel label. They had a strong product and a clear point of view. What they lacked was a visual identity that could carry it.
Overview
The brief wasn't just to make EQUIP look good. It was to build an identity that could grow with the brand, carry weight over time, and tell a story without saying a word.
75% growth in social engagement within 60 days of launch.
Starting with Liverpool's industrial and creative heritage, I built a moodboard around craft, restraint, and longevity, then translated that into a wordmark, colour system, typographic hierarchy, and brand guidelines that gave EQUIP a coherent visual language for the first time.
Problem
A product worth buying, with nothing to make it worth remembering.
EQUIP had strong garments and a clear design sensibility, but the brand's visual execution was inconsistent. Different fonts, no defined palette, and no story being told. Every touchpoint communicated something slightly different, and the cumulative effect was a brand that felt underdeveloped next to the quality of the product itself. Without visual coherence, even genuinely good work gets overlooked.
Solution
Liverpool's heritage became the design brief.
The wordmark was built on restrained geometry. The palette was drawn from aged materials: natural cotton, raw steel, worked leather. Typography was set to feel editorial without being precious. Every decision was filtered through the same question: does this feel like it belongs in Liverpool, and does it feel like it lasts? The full system was documented in brand guidelines detailed enough for a junior designer to follow, and flexible enough to evolve with the brand.
Outcome
From inconsistent to unmistakable.
75% growth in social engagement within 60 days of launch. But the metric that mattered more internally was consistency: design decisions that used to require debate now had a clear answer. The brand guidelines gave the team a shared language. EQUIP finally had a visual identity that matched the quality of the product and a foundation they could build on without starting over.
More Works
Your brand deserves the same clarity.