Developed Key Positioning & Wrote 23 Pages of Copy for Aequilibrium’s Rebranded Website.

Aequilibrium is a ten-year-old digital services consulting agency that had failed to acquire a new customer in 5 years. I unified the story behind the brand to build consistent messaging across channels. In four months, I developed a social media strategy, hired an all-new marketing team, and led the development of a new brand and new website for Aequilibrium.

Home: Before

After

“Sophie’s level of competence made everyone else look incompetent.”

- CHIEF MARKETING OFFICER @ AEQUILIBRIUM

The Problem

Aequilibrium follows an ABM growth strategy, but the website failed to serve the needs of the sales team. The services listed were outdated, images failed to load, and the rampant use of stock imagery dissolved any sense of brand. The company’s positioning statement, value proposition, purpose, and messaging were all a single sentence: “We craft remarkable experiences.” The CEO himself told me he stole this line from another firm. To secure new clients in a highly competitive space, Aequilibirum needed to differentiate with a strong brand identity.

I convinced the CEO and executives they needed a visual rebrand and a story behind their messaging. Together, this would allow the marketing team to build content unified under one voice. Clients needed to know why Aequilibirum did business, and understand the niche they worked in. In all, I accomplished the following:

My Solution

Hired a senior art director who built a new visual brand.

Led brainstorming sessions with all stakeholders to identify website MVP pages.

Developed a new site map and top level navigation.

Wrote a succinct brand story and core messaging. Read Aequilibirum: Our Story.

Completed website copywriting for 23 pages (Aequilibrium has yet to publish all pages).

Site Map

When I joined Aequilibrium, a website redevelopment was already underway. This project had been ongoing for six months and they were still developing the site map, unable to agree on a solution.

What I did differently: I identified that Aequilibrium had no positioning. At their core, they didn’t know what they did, or who they were targeting. By identifying the what and why behind the brand, I was able to nail down the key pages needed on the new site.

I joined Aequilibrium and through several brainstorming sessions and proper project management, I developed a new site map in two weeks. All copywriting and site mockups were complete within three months under my management.

My Copywriting: “Digital That Actually…[ ]”

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