Our challenge was to find an umbrella name to express the company’s raison d’être and live with all its sub-brands and products, including a coin, into the future. A meaningful, memorable, cross-cultural name accessible to all stakeholders. A name that would say "data is human capital and we have to use it intelligently for the mutual benefit of all mankind". We found EQITII. EQ for equal, IT for information technology and II for dual intelligence – tech and emotional. Out of hundreds of propositions, we all voted for one word that encapsulates the vision, mission and promise of the brand. Pronounced EKITI but with connotations of EQUITY, this new word invites everyone to share the value of the data economy in the name of global equality.
Creative springboard conception and creation
Workshop naming, first proposals
Names review, shortlist & final vote
Workshop branding, first proposals
Logos review, shortlist & final vote. Champaign!
To fully express the global mission of Eqitii, we worked on a variety of different approaches based on five key concepts: sharing, free circulation, fluidity, complementarity and security. From there, we selected and fine-tuned the logo which embodies and gives priority to the brand’s three core values: globalisation, exchange and freedom.
Finally, to empower the Eqitii team following the workshop, we gave them a complete Brand Book: a how-to guide enabling them to use the graphic chart and its applications autonomously.
"Fllow rocks !"