EQ3

In 2019, the furniture company EQ3 was preparing to open its first Manhattan flagship. The product had the quality, now the brand needed meaning and desire. Largely unfamiliar to American consumers, EQ3 approached Wedge to entirely evolve its brand world across positioning, visual system, and creative direction, giving them the confidence and credibility to enter a market where the stakes and bar are set equally high.

EQ3 stands for “Emotional Quotient in the Third Dimension.” (Yes, it sounds like a sci-fi film). In other words ‘how a space makes you feel.’ Room to think, connect, live well. Being “Made in Canada” didn’t carry any weight in the industry. What was true about their DNA, and unlocked everything, was their value system and way of doing things. 



“Made in Consideration” of people, the planet, and your space. This north star became the foundation for a sharp point of view and a source for endless storytelling. “Made in Consideration” introduced the EQ3 world to New York through advertising, film, editorial, and the flagship itself.

The campaign made New Yorkers stop and listen, attracting valuable employees and culturally-relevant media from Architectural Digest, ManRepeller and more, while boosting consumer value perception. Seven years later, the system remains in use.