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Why Packaging’s Growing Influence Is Changing How Brands Make Decisions
Why Packaging’s Growing Influence Is Changing How Brands Make Decisions
Marjorie Murphy, Client Service Director, Equator Design Packaging has become one of the few business assets where brand strategy, commercial priorities and consumer expectations meet. Once viewed primarily as a marketing touchpoint, packaging now sits at the intersection of growth, sustainability, innovation, operations, and customer experience. It is one of the few assets that directly […]
We’ve done it again: Equator named Agency of the Year at the Vertex Awards
We’ve done it again: Equator named Agency of the Year at the Vertex Awards
We couldn’t be more delighted to share some exciting news. For the second year running, Equator has been named ‘Agency of the Year’ at the Vertex Awards for the second consecutive year, marking our sixth Agency of the Year title overall and topping off an extraordinary haul of 24 wins, including 23 individual project awards. […]
Cracking the Design Language of Trust
Cracking the Design Language of Trust
Consumers today have their guard up – and who can blame them? Between the misleading practice of corporate greenwashing, the proliferation of performative social media influencers, and the surge of ‘AI-made everything’, there’s a lot to be cynical about! In response, they have become selective, seeking out brands that feel trustworthy and making purchasing decisions […]
When Brands Had Edges: What the 90s Can Teach 2026
When Brands Had Edges: What the 90s Can Teach 2026
Michael Duffy, SVP, Global Creative Director & Business Development Something interesting is happening. A generation that grew up entirely in the digital age is reaching back thirty years for inspiration – shooting on Polaroid cameras, applying VHS filters to smartphone footage, embracing the deliberately imperfect and the stubbornly handmade. The #90s hashtag on TikTok has […]
Ambiguity is the most expensive line on any brand programme
Ambiguity is the most expensive line on any brand programme
“The risk we rarely measure isn’t capability or budget. It’s the structural cost of unclear decision-making, and in my experience, it’s been hiding in plain sight.” Adam Sears, VP Client Service I’ve been working in client services long enough to recognise a pattern before a project gives it a name. The brief arrives energised. […]
Why packaging must work harder in the age of HFSS advertising restrictions
Why packaging must work harder in the age of HFSS advertising restrictions
Howard Wright, Executive Creative & Strategic Director, EMEA & Canada For brands selling products high in fat, salt or sugar, the rules of the game just changed significantly. In January 2026, the UK government implemented a total ban on paid-for online advertising of less healthy food and drink, alongside restrictions on TV advertising between 5:30am […]
