EQ3

Refreshing a furniture company that’s Canadian, by Design™

From ethos to complete identity system across the brand experience

EQ3 stands for “Emotional Quotient in the Third Dimension”. What it means at its simplest intention is: “how a space makes you feel.” Through working with the company, we learned that thoughtfulness is a deeply rooted value. Along with a sense of empathy, inclusivity, care, and pragmatism. These values gave way to a way of doing business, a way of designing furniture, a way of collaborating. A methodology that is very Canadian, by Design™. This position became the company’s north star, guiding the brand into their new future and strategically aligning the internal team again. 

The role of the visual identity refresh was to modernize the brand, raise the value perception, attract a more valuable customer and interior design community, and strengthen EQ3’s difference and desirability in the market overall.

The renewed spirit was applied across the holistic brand experience, which opened a new lens on the Canadian design aesthetic. Since launching the refresh, the brand has attracted more valuable product collaborations, elevated overall brand perception, and increased brand awareness within major markets across Canada and the US.

Strategy & Narrative, Branding, Voice & Messaging, Creative Direction, Visual Content, Brand Guidelines

EQ3 NYC store displaying new logo design by Wedge.
EQ3 bag with new logo design by Wedge.
EQ3 "Canadian by design" Campaign manifesto imagined by Wedge.
Photoshoot directed by Wedge for EQ3 "Canadian by design" Campaign in NYC.
EQ3 new brand system threw in-store labels and packagings designed by Wedge.
Custom font by Wedge for EQ3 re-brand.
New color system design by Wedge for EQ3 re-brand.
Photoshoot directed by Wedge for EQ3 "Canadian by design" Campaign in NYC.
Photoshoot directed by Wedge for EQ3 "Canadian by design" Campaign in NYC.
Animation for EQ3 Sale Advertisement by Wedge.
EQ3 NYC store displaying new advertisement design by Wedge.
Photoshoot directed by Wedge for EQ3 "Canadian by design" Campaign in NYC.
New EQ3 business card design by Wedge.
Photoshoot directed by Wedge for EQ3 "Canadian by design" Campaign in NYC.

“I am consistently impressed by the professionalism of Wedge in delivering intelligent work. Wedge has proven their ability to understand the current landscape of our culture and market to deliver concepts that cut through the expected noise of status quo creative.”

NILS VIK
Director of Brand Development, EQ3

EQ3 NYC store displaying new logo design by Wedge.

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