Equilibrium - a new advisory brand

With two other competitors also trading as “Applewood” in the immediate area, Applewood Asset Management decided a re-brand and a name change was necessary to carve out a stand-out identity and support their new business strategy, thus “Equilibrium Asset Management” came into being!

Equilibrium target a niche wealthy, local market. Our aim was to make the most of the opportunity to ring the changes and give the company a more sophisticated and polished look and feel while presenting a smooth transition for their current clients.

The new Equilibrium logo is perfectly poised on the Q, subtly reflecting balance. The theme is also mirrored in the imagery which takes inspiration from natural balance and harmony. Use of litho silver on key printed pieces adds a real feeling of quality.

As well as establishing brand identity, we have designed stationery, literature and signage. At the centre of the re-brand project is a new website powered by our YellowTail content management system.

"Following the launch of our new brand identity, one of our own clients commented that the perception is now that of an international organisation as opposed to a small, local company which is how he thought we were portrayed by our previous image. I do not think there is a better endorsement of the fact that Abstracts have successfully helped with our transformation into a company that now looks much more professional, sophisticated and grown up! Their input has resulted in a much more polished approach that better suits the market we are aiming to attract."

Debbie Jukes, Partner,
Equilibrium Asset Management LLP

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