Rebranding Equipped for an intelligent future
A complete refresh of the Equipped brand and website, transforming it into a modern, high-tech platform that looks as smart as the software behind it.
Bringing the brand up to speed
Equipped possesses a proud history, with an origin story rooted in deep problem-solving, eventually growing into the powerful platform it is today. But while the tech was moving forward, the brand felt stuck in the past. It lacked the visual identity that could match its current technological sophistication and support its future ambitions.
Our brief was to create a robust and distinctive brand that reflected this legacy while establishing a clear, independent identity. It had to function autonomously but still remain capable of existing harmoniously alongside its sister company, Belasko. Finally, it needed to be something that felt "elevated" - moving away from an outdated style and toward something that felt fast, precise and modern.
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From one symbol to a full system
The rebranding process focused on closing the gap between Equipped’s past and where the platform is heading. While the technology had evolved significantly, the brand hadn’t kept pace. Our creative direction pushed the identity toward something more dynamic and momentum-driven, reflecting speed, clarity and confidence.
We began by evolving the logo into a more distinctive and purposeful mark. The new symbol is built from a single strip folded into a directional arrow, representing movement, flow and precision. It’s a simple idea, but one that carries real meaning and flexibility across the brand.
Alongside this, we refined the wider visual language. Iconography was stripped back and rebuilt with intention, ensuring every element earned its place. The result is a clean, modern system that allows the brand to communicate with clarity across digital and physical touchpoints.
We extended this through geometric brand patterns, a photography style that emphasises high-tech environments and architectural perspectives, and the design and build of a new website that brings the refreshed identity to life in a clear, structured digital experience.
The outcome is a brand that feels strong and clear, with a bold, dependable font and a visual style built around the arrow shape as a symbol of precision and scale.
We also helped define how Equipped speaks. It’s not just about data; it’s about having the intelligence to scale and the platform to perform. Whether it’s a presentation cover, a pitch deck, or even the way team headshots are styled, everything now feels part of the same high-tech family.
A brand built for what’s next
The new Equipped brand captures the business’s progression into a more advanced, industry-leading platform. By adapting the strategic rigour of the Belasko rebrand into a unique, tech-focused identity, Equipped now possesses a visual language that matches its operational precision.
The brand now stands as a high-tech, credible partner in the data space, providing a consistent and "elevated" platform that supports both business growth and the intelligence of its clients.
"vtwo transformed Equipped from an unclear, passive brand into one that is confident, distinctive and strategically positioned. They went above and beyond to deliver a brand that clearly communicates our offering, supports future growth, and resonates deeply with our ideal customers – all within demanding timelines."
Alice Heald
Group Head of Marketing, Equipped
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