Equinix
The Edge Effect
The Problem
Equinix is a dynamic, innovative company in a rapidly changing category. Their brand had simply not kept pace and was mired in a bland offering that made it hard to position themselves as what they truly are: a collective of wonderful contradictions and diverse perspectives who create innovation through questioning what is expected.
The solution
To cut against the grain, they needed an edge.
Our edge was an environment where we intentionally converge our diverse people and practices, fueled by a belief that the strength of our collective is found at these overlaps, the intersections, the edges.
Where passion meets expertise, character meets competitive nature, and experience meets empathy.
The goal was to activate the potential of contradicting the status quo. We made a brand that positions the creation of change as fundamental. A brand that can constantly change and adapt, and that puts forth a rallying cry to embrace difference to improve solutions.
