Giving a whole new meaning to a Canadian brand by re-invigorating its identity.

EQ3 is a Canadian furniture and home goods company with retail locations across North America and strong design and production capability. In the year of their most fierce retail expansion, Wedge was invited to reawaken the brand meaning. With new players flooding the market, “modern design” was no longer a meaningful point of brand differentiation for EQ3. The challenge was to define what they stand for, and bring new value to what it means to be a Canadian brand in today’s culture.

We responded by learning about their business and DNA from key teammates, company-wide. By exploring their practises, their culture, what works, what doesn’t, and being given the space to challenge their point of view in order to evolve it, we were able to respond with a brand vision that didn’t reinvent the wheel, but reflected EQ3’s existing truths with fresh eyes.

We defined a strategic position distinctly Canadian, by Design. Not an aesthetic, but a value system that is thoughtful, human, inclusive, pragmatic, restrained, and progressive, to guide every facet of the organization. Our goal was also to elevate the brand expression in a more premium direction to honour the business and quality product. Every aspect now works to attract a more premium consumer and build trust.

By evolving elements like a carefully crafted logo, standardizing design systems, and providing a guide for photography and branded elements across channels, we developed a strong foundation and guide for internal teams.