Equinox

Studio

Personal Project

Role

Brand Identity

Belinda Anne Watt founded Equinox in Tāmaki Makaurau in 1983, dedicated to the art of bespoke tailoring. Creating handcrafted garments made to fit not just in size, but in style and purpose. Working exclusively in naturally dyed silks, wool, linen, and cotton — every piece is cut, sewn, and finished to order.

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Belinda Anne Watt founded Equinox in Tāmaki Makaurau in 1983, dedicated to the art of bespoke tailoring. Creating handcrafted garments made to fit not just in size, but in style and purpose. Working exclusively in naturally dyed silks, wool, linen, and cotton — every piece is cut, sewn, and finished to order.

Challenge

Create an identity that carries the same quiet confidence as the garments — one that makes the craft visible without being ornamental, and holds opposing values in balance without contradiction.

Solution

The identity centres on the I in EQUINOX — a vertical axis balancing opposing truths. Deliberately weighted letterforms mirror the garments they represent. The stitch pattern running through the visual system is craft made visible — hand stitching translated into graphic texture, evidence of the making process surfaced as brand language.

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