A brand for a disruptive gender analysis startup


Start up company equilo provides transformative gender analysis for global development project planning and emergency response to improve outcomes of investment for communities globally. We were approached by the team at equilo to help them build a compelling brand platform for their disruptive gender analysis web app.

We aimed to create a fresh, new brand identity that would help equilo express their analytical intelligence and enthusiasm to make a difference to peoples lives in challenging environments.



We began the project with an in-depth briefing session with the equilo team where we established the parameters for the project along with a shared objective from which we could propel our creative thinking. Our first step was name generation and strategic work around their brand positioning statement and brand values. With a new name ‘equilo’ – stemming from a concept of equality and equilibrium – we developed a dynamic brand marque and visual language based around the analysis they deliver which aims to create equilibrium in communities.


The marque was designed to express the analytical process whereby the individual lowercase letters in the logo are vertically offset and subsequently balanced by coloured bars. In addition we developed a vibrant and versatile visual language that works with a bespoke serious of iconic illustrations that speak to their process and outcomes.



equilo have been keen to progress with sourcing investment for their project and needed to move swiftly to create key marketing materials for pitch purposes. Living worked in partnership with the equilo team to curate content and craft its engaging delivery across presentations and a fresh new website. The result is a brand image that is both analytical and playful in the same instance.

To see the new equilo brand in action visit equilo.io


"Thank you so very much to you and your team for working diligently and thoughtfully with us. We are so thrilled with the final products, and so excited to have everything complete and live! Thanks for working with our deadlines and pushing everything out, with amazing beauty. We love it!"

Jessica Menon – Co-founder & CEO

"6 weeks ago, we had a different name and no brand. What your team managed to do at such a fast pace and short turnaround has blown us away."

Rachel Elsinga – Co-founder & CFO