aequa is a community space and workshops collective based in Wedding, Berlin.
As an active member of aequa from 2020 to 2022, I participated in book reading groups, peer support groups, and political organizing groups. I worked on aequa’s branding in 2020 and then revised it a year later in collaboration with 2 other designers from the community. The first version is what’s shown below.
Branding Style Guide
The founders came to me with a clear idea of what they wanted. The brief stated: “We love designs inspired by fabric patterns. We love bright, vibrant gem tones…We love design that communicates openness, joy and welcoming vibes.” This helped inform three different design directions which were eventually narrowed down to one over the course of a few weeks.
“If you’ve ever worked on building a brand for your own project, then you know what a personal and emotional process it can be! We knew from the first moment we were in good hands with Zoe. She reassured us by making the steps of the process super clear, and when she came back with each round of design proposals, we could tell she had really listened to every word we said and synthesized that into outstanding research and design.”
