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Branding
embracing the
future of packaging


12.01.17
Let’s face it. When it comes to the weekly shop, people today are spending less and less time doing it...
Equus
to ‘er’
is divine
THE IDEAS SHOP #6

12.01.17
Er is a selection of bespoke artisanal wines from China’s Shanxi province. ‘Er’ meaning ‘two’ in Mandarin, represents the duality of Yin and Yang...
Equus
hot
desking
THE IDEAS SHOP #5

12.01.17
Behind every fine desk, we all need a perfectly styled collection of sartorially-led essentials. Courier no. 19 is the premium stationery...
Equus
raising the roof
in cambodia
EQUUS CSR TRIP 2015

12.01.17
Every year we aim to donate a portion of our profit, our design talent or our energy to helping the less fortunate, either in Singapore or the region.
Design
luxury
in crisis
DESIGNER DEBATES #2

12.01.17
Luxury is in an existential crisis. Market forces are driving a constant redefinition, and some would say a debasement of the category...
Branding
is branding
ethical?


12.01.17
Is branding ethical? If you’ve read our booklet Being Equus you will know that this is a question we care a lot about..
Design
copyright infringement and its consequences
The copyright minefield PART 2

28.06.16
Imagine this scenario. Your lecturer just gave you a huge assignment, and you need Adobe Photoshop to complete it.
Branding
the future of the museum in asia


28.06.16
For more than two millennia, museums have been a defining feature of high civilization, from the earliest recorded in the Neo-Babylonian Empire around 530 BC, to the iconic Tate Modern in London.
Equus
do it
for jones
THE IDEAS SHOP #4

06.10.15
JONES keeps it real on the streets with a cool awkwardness, a style statement which says ‘this is how our friends dress, so we can’t be that crazy’.
Design
what is
copyright
The copyright minefield – PART 1

06.10.15
Ever been to a museum and been stopped by the security personnel for taking photographs of the artworks on display? That’s probably the only time you’ll suffer any consequences for doing what many of us do all the time – infringe someone else’s copyright.
Branding
wally olins
retrospective


06.10.15
In the comparatively brief history of branding, there are a few people who could truly be considered as ‘Fathers’ of the industry, and one of these is certainly Wally Olins.
Branding
how brands
create value
BUILDING A BRAND

06.10.15
If you want to know how brands create value, Tim Ambler, author of Marketing and the Bottom Line, put it in a very perceptive nutshell. He said that “brand equity is the UPSTREAM RESERVOIR of cash flow.
Design
thoughts on design
paul rand
BOOK REVIEW

06.10.15
Paul Rand (1914-1996) was a prominent American graphic designer, art director, book designer, children’s book author, and the list goes on.
Branding
wear your values
on your sleeve
BUILDING A BRAND - 5 OF 5

06.10.15
Every brand should have a point of view – it should represent certain values. These values may be about the quality of the product, or they may reflect the ‘conscience’ of the brand.
Branding
be
consistent
BUILDING A BRAND - 4 OF 5

06.10.15
Brands should have a certain integrity – every expression of them has to be consistent with what the brand is all about, at its heart.
Equus
horse
tales
A celebration of Equus down
the ages

06.10.15
Not many of you will know that our name means ‘Horse’ in Latin, and to...
Equus
flying high
with gulliver
the ideas shop #3

22.04.15
Premium air travel in the Fast Lane just got better with Gulliver, the chic in-flight leisure kit which turns transcontinental air travel from a trial to a pleasure. Enjoy a customised pack of travel essentials combined with a Gulliver classic travel novel of your choice, accompanied by a leisurely meal the old-fashioned way.
Equus
we are
hiring!


22.04.15
We are looking for an associate Director Client Services with 5-8 years experience in the branding or design industry, and a background in both sales and client servicing. The role is an opportunity for a person with an entrepreneurial spirit to develop their ambition for sales while
Equus
happy birthday
to us!


22.04.15
2014 is definitely a year to celebrate, the more so as Equus turned 20 and it’s the lunar year of the Horse... As you may recall our name means ‘Horse’ in Latin. Coincidence? We think not!
Design
good practice
or bad idea?
the free pitching debate

22.04.15
Just recently it was reported that a well-known Singapore mall asked nine leading creative agencies to pitch for a brand building campaign for the mall, worth a six figure sum. No pitch fee was offered, and the agencies were asked to come up with ten ideas... each!
Branding
how do
brands work?
building a brand

22.04.15
Scott Bedbury, the person responsible for the explosive growth of the Nike and Starbucks brands in the 1990s, identified two important theories that shed light on the ways in which brands work on the human psyche, derived from classical philosophy and modern psychology.
Branding
what exactly is
a brand?
building a brand

22.04.15
The word ‘Brand’ has its origins in Old English where it meant two things: 1. A burning piece of wood, or torch, hence ‘Firebrand’; 2. A sword. Both these original meanings hold resonance for how a brand works today, but as time went by, branding came to mean ‘to mark by burning’ as a proof of ownership, usually the branding of cattle with a hot iron.
Branding
branding: what's
the big deal
building a brand

22.04.15
Everyone is talking about branding nowadays. From America to Asia, from businessmen to teenagers, from the government to the man on the street, everybody has become aware of the concept of ‘the brand’. But beyond the very considerable hype, not many people truly understand what branding means, how brands work, nor how brands actually build financial value.
Equus
i bolo,
you follow
THE IDEAS SHOP #2

27.11.14
With a sweet-tasting menu, Mister Bolo is the first-ever African Desserts Diner to launch in Singapore. The concept – surprisingly refreshing with exotic African-inspired concoctions – is a magnet for adventurous diners who love the idea of mixing things up. Charmingly back-to-basics ingredients make life all the sweeter at Mister Bolo.
Equus
rocking
the arctic
THE IDEAS SHOP #1

27.11.14
“When you are lost in the silence of the fjord, the world seems to fade away, its values subverted. The purity of the Arctic gives me new values to live by”.

Kooroq is a luxury resort with a difference. Located in Ittoqqortoormiit, Greenland, one of the most isolated places on earth, it offers guests an elemental adventure
Equus
the ideas
shop
EQUUS VISION PROJECTS

27.11.14
‘Nobody is as smart as everybody’ as Kevin Kelly, founder of wired Magazine, said. In the networked economy the future belongs to what he calls ‘polyvation’ – where new ideas are generated from multiple sources in a collaborative way which benefits all.
Design
design
vs strategy
DESIGNER DEBATES #1

27.11.14
Whatever happened to identity designers? They used to be the guys who designed logos and identity systems, and the design schools turned out lots of them. Well they are still there, but they have ‘rebranded’ themselves as brand consultants.
Design
step
by step
OUR DESIGN METHODOLOGY

27.11.14
In order to build a brand identity or any other kind of design project, Equus follows a tried and tested process which we adapt to meet specific client needs. But the basic methodology is the same whatever project we undertake, be it a brand identity, a brochure, a website, or an annual report.
Design
being
equus
OUR DESIGN APPROACH

27.11.14
Over the years we have developed a distinctively Equus way of approaching design, gained in the process of serving our clients and generally learning how to get the best out of each other. Called ‘Being Equus’, it represents the collective wisdom of about 20 years of working together, seeing what works and what doesn’t.
Branding
understand
your market
BUILDING A BRAND - 3 OF 5

27.11.14
So many companies have launched brands that the marketplace doesn’t want. Business owners are rightly concerned about managing risk, but there are few things riskier than trying to build a brand without doing any research. Which underscores how important it is to know your customer, and your competitor.
Branding
discover
your voice
BUILDING A BRAND - 2 OF 5

27.11.14
There’s no point in having a great brand if nobody knows about it. In a crowded and noisy marketplace, having a quality product is not enough – you have to promote it. The trick is to be heard without appearing to try very hard – to make the brand sell itself. So giving your brand its own ‘voice’ in a creative and engaging way is vitally important.
Branding
know
yourself
building a brand - 1 OF 5

27.11.14
We all know how ‘personalities’ become brands, but are less aware of the flip side – that product and company brands develop personalities, with an age, a gender, a status, emotions... even a sense of humour. Nurture this personality and a brand can really stand out. Neglect it and a brand will become like a person with no character – ignored.
Equus
the power
of EQ


27.11.14
In all the work we do for our clients, whether the project is a complete rebranding or just the reskinning of their website, we try to understand what their brand is all about first. This means defining not only what they do but also who they are – what their personality is, what they stand for, what sets them apart.
Equus
our
vision


27.11.14
Our vision is to be the most creative branding consultancy in SE Asia, with a borderless capability and a global reputation for design excellence. And to be the best in terms of the quality of our product, the service we give to clients and the care we take of each other and the world around us.
Equus
our
story


27.11.14
Established in 1994, Equus has since become one of the leading design consultancies in Singapore, and by extension, South East Asia. We were founded by four partners – Andrew Thomas, Chia Chay Hwa, Alex Mucha and Cindy Lim, two English men and two Chinese women.