TALISMAN was engaged by Equinox Hotels to develop the identity and animations for their campaign and experiential graphics series: RITUALS. The suite marks a shift for the bespoke hotel and fitness brand – both in tone of voice and production – but the series still needed to capture Equinox’s renegade spirit, its bold voice, and inimitable persona. As a resource bank and repository for use across mobile, tablet, and desktop, the series heightens the brand experience for luxury globe trotters who call Equinox home, wherever they are.

TALISMAN aimed to position the series as the vehicle for traveling into the unknown. The title sequence offers a physical entry into an animated mise en scène, where rituals can be revealed, turning travelers inward. Each of the series’ central components honors the varied and often mercurial needs of a global traveler – physical, mental, and spiritual. The evolving, flexible campaign entity needed an anchoring and unified voice. As the hotel chain’s expansion pioneers a new kind of explorer, their audience is eager to push the boundaries of their own days, nights, and every breath in between. RITUALS invites the user to participate in a dynamic exchange exploring the external and internal lives they lead, focusing on deep presence as the ultimate gift.

A dynamic inverse color-story, and a systems-first approach to motion assets, expand the brand’s signature palette to complement and encompass Equinox’s iconic identity. The design framework establishes clarity amidst multiple complex themes and content categories. What could have been a disparate and disconnected series that ranged between the exploratory nature of meditation, and a science-driven approach to intelligent traveling, is unified. Balance and wellbeing can be found anywhere, everywhere, with RITUALS.