Case Study: Equify

October 2020

Services Provided


Build a startup brand from the bottom up with industry-targeted communications, visuals, and supporting collateral.


With a defined startup idea and MVP development already in progress, I worked with Equify's founder to develop a brand beginning with their company name development. Transitioning from Commercial Property Tap to Equify, industry regulations and keyword optimization guided us through the branding journey to develop a name that was catchy, pithy, and most importantly, marketable to investors and their target audience.

My flexible and agile approach allowed us to move from one branding piece to another from business plan editing and creative direction to the launch of a Wordpress website and an investor-targeted PPT deck. The branding was all-encompassing with a focus on three target audiences with niche user personas. Through the conceptualization of Jane Millennial, I created and honed in on a brand story to uncover Jane's obstacles and her decision-making factors in choosing Equify.

Visual Identity

Beginning with the building blocks in color theory, Equify's color palette combined elements of greens and navy to capture the essence of both the finance and real estate industries. Providing logo creative direction, a clean, bold, and structured logo that was selected that was scalable across a variety of platforms including web, mobile, social, and print. The investor deck, business card, and custom graphic each contributed to the brand unification of sharp edges, angled lines, and a sans serif typeface. Photography selection for the presentation and website captured urban buildings and picturesque skylines with overlays and a white embossed logo.

Color Palette with Primary and Body Content Display
Photo Gallery


Designed and built in Wordpress, the website was launched to provide investors the opportunity to review the product's market research, ecosystem benefits, MVP features, target audiences, and competitive advantages. Concluding with an informational FAQ section, the password-protected website launched Equify's digital presence and unified the brand's messaging, visuals, and tone. In sections with influential content, full-screen parallax photography was used to signify importance. A card style format organized industry trends and target audience benefits.

Client Testimonial

“Olivia is a pleasure to work with – she’s capable, creative, very responsive and highly professional.  I’m very pleased with the results of our branding efforts.”

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