Born on the west-coast, Equal is an emerging clothing brand committed to striking a balance between comfort and style. Needing a name, logo, and accompanying brand collateral, we worked closely with them to start from the ground up. Drawing from their brand values and mission, we proposed a brand name that not only signified the balance between comfort and style, but also drew from their west-coast roots and the connections between humans and nature. We paired a colourful feather print with a warm colour palette, providing an anchor to our visual system. From stationery to an e-commerce site, the art direction is equal parts casual and dynamic, introducing a sense of ease into the brand and assets.