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This article is taken from our autumn 2019 edition of Equinox. You can view the full version here.

Abraham Maslow, the American psychologist who created the famed hierarchy of needs required for self-actualisation, once said, “One can choose to go back towards safety or forward towards growth. Growth must be chosen again and again; fear must be overcome again and again.”

Equilibrium has grown quite a bit (or quite a lot!) since Colin Lawson founded the company as Applewood Financial in 1995 from his back bedroom. As he said in our 2018 autumn edition of Equinox, “Growth is incredibly important for any business. Without it, I believe that a company will stagnate and eventually die or be taken over by a more forward-thinking rival.”

If you are familiar with Equilibrium, you will know that we pride ourselves on being forward-thinkers in our sector, unafraid of change and new ideas. Naturally, this has led the company to evolve over the years in our pursuit of being the best we can be.

This means that we are a very different company from the one that was created in 1995. Therefore, it’s important that we ensure our brand is reflecting the company accurately and making our values clear to clients, employees and anyone else who interacts with us.

Part of this process was establishing the core purpose of the firm, which Colin explained at our annual team briefing: “Making wealthy people wealthier is part of what we do... but it is not our purpose. Our core purpose is to ‘make people’s lives better’, whether that be our clients’ lives, our employees’ lives or the lives of those in our community.”

With this in mind, Equilibrium embarked on a brand refresh earlier this year to ensure that our image embodies our values as much as we do.

David Newton, Creative Director at BGN Agency, the company who collaborated with Equilibrium on the rebrand, says, “The purpose of ‘making people’s lives better’ comes across in the messaging and photography style. The illustrations we created really differentiate the company from their competitors and communicate their values of excellence, integrity, simplicity and growth. The overall feel is one of quality, depicting Equilibrium as a trustworthy adviser and experts at what they do.”

We hope you are looking forward to seeing our new look!