Role
Creative Director
Creative Director
Function
Campaign + Brand Development | Strategy + Design | Experiential
Campaign + Brand Development | Strategy + Design | Experiential
Team
Design | Melissa Harty, Lucia Rusinakova, Jimin Cho, Jenn Bilsbury, Becca Alpizar,
Event Coordination | Kim Lowry, Jamie Osborn, Maureen Flemming
Video Production | Adam Chhab
Account Management | Kelly Hough
Executive Directors | Paulina Vakouros, Jenna Malkin, Krista Heafner
Design | Melissa Harty, Lucia Rusinakova, Jimin Cho, Jenn Bilsbury, Becca Alpizar,
Event Coordination | Kim Lowry, Jamie Osborn, Maureen Flemming
Video Production | Adam Chhab
Account Management | Kelly Hough
Executive Directors | Paulina Vakouros, Jenna Malkin, Krista Heafner
Partners
Prophet, Ansera
Prophet, Ansera
Objective
Equitable Advisors unveiled the refreshed brand identity to reposition its value proposition in a way that felt both modern and deeply human. The goal was to move the brand from a traditional, product-focused narrative to a more human, advisor-centric story, bringing to life an environment that blended architecture, content, and storytelling. It created a distinctive and memorable presence showing a cohesive visual and experiential system aimed to shift perception, drive engagement, and encourage meaningful interaction. Its success required creating an environment that balanced sophistication with approachability, reinforcing trust while making the brand feel tangible, relatable, and actionable.
Revealed during the National Leaders Forum in Colorado, an event identified as the critical inflection point to deliver this transformation, the primary goals were to fundamentally transform how advisors understand, adopt, and activate the brand in their everyday work and clearly communicate its promise and value and to empower advisors to use the brand as a strategic business asset to build trust, credibility, and deeper client engagement.
The strategy was grounded in a simple but powerful insight: advisors are the brand. Rather than unveiling it through a traditional top-down presentation, and relying solely on presentations or static messaging, the approach brought the brand to life though a highly curated immersive and participatory experience developed to place advisors at the center of the story.
The reveal itself was designed as a moment, not just a message. A synchronized, multi-channel approach combined MainStage storytelling, environmental transformation, and exhibit rebranding to create a shared experience across thousands of attendees.
The visual language drew from classical symbolism, most notably the Athena supergraphic, representing wisdom, strength and guidance. She created an immediate sense of credibility and timelessness while signalling evolution. This was paired with a minimalist, modern aesthetic that emphasized clarity, restraint and confidence.
The core tactic was the brand immersion room where the brand pillars were translated into tangible, interactive touchpoints each intentionally designed to move advisors from passive observers to active participants. The insight lounge invited advisors to share feedback and shape the brand in real time. Empathy in action brought the brand to life through authentic client stories. The integrity and resource bar connected legacy trust to future-focused tools.
Large-format graphics, layered storytelling, and modular content zones allowed attendees to explore the room at their own page. Supporting materials such as brand books, printed collateral and digital touchpoints extended the narrative beyond the physical space, ensuring continuity and deeper engagement. Advisors were fully immersed and engaged with the brand through the marketplace and message makeover all strategically intended to reinforce the brand as something they “do” not thing they receive.
Experiential Campaign + Brand Development | Creative + Strategic Direction | Principal Design
