Equals 2026
Company
Equals
Industry
Fintech / Stablecoin Payments
Role
Lead Brand Designer
Ownership
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Supported the launch of the new Equals brand following the Equals Money and Railsr merger
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Partnered with SomeOne to refine the visual identity and core brand assets
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Helped develop a scalable design system for marketing, sales and product teams
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Created launch materials for Money20/20 Amsterdam and wider brand rollout
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Storyboarded, animated and edited the brand launch video for employees and social
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Brought consistency across key touchpoints during the transition to the new identity
At the beginning of 2026, Equals Money and Railsr merged to create Equals:
a global money movement platform for exceptional businesses. Bringing together international payments, FX, cards, accounts and embedded finance infrastructure, Equals gives businesses a simpler way to move, manage and control money at scale.
With a new company direction and strategy in place, the business needed a new brand and visual identity to reflect its broader ambition. Equals partnered with award-winning London branding agency SomeOne to define the new brand strategy, story and creative direction.
Once the strategy was established, I played a leading role in helping develop and execute the brand ahead of its launch at Money20/20 in Amsterdam. Working closely with the agency, I provided feedback and direction across the full suite of brand assets, helping shape how the identity would be brought to life across key touchpoints.
To support the launch internally and across social channels, I also storyboarded, animated and edited the brand launch video, helping introduce the new Equals brand to employees and the wider market.
Through the development of the new brand, Equals and SomeOne developed out a brand property. A 3D render of the equals sign in the new logo, this created a brand device that could could be used across multiple different outputs such as web, digital, documents, print and events.
As the new identity began to roll out, I audited the existing brand guidelines to understand where the system needed more clarity, consistency and practical guidance.
The work looked at everything from typography and colour through to data visualisation, buttons, logo sizing and lock-ups. I identified gaps, tested how the rules worked in real applications and developed recommendations for areas that needed to be refined or expanded.
The aim was to turn the guidelines from a set of visual principles into a more robust, usable system — giving designers clearer rules to work with while still leaving enough flexibility for the brand to evolve across different channels and outputs.
A big part of my role was taking the new Equals brand beyond the core identity and showing how it could work across real, practical applications.
This whitepaper is one example of that. I translated the visual system into a longer-form editorial format, balancing the more expressive parts of the brand with the clarity needed for dense financial content. Typography, colour, imagery, data visualisation and layout all work together to create something that feels unmistakably Equals, while still being structured, accessible and easy to navigate.
The aim wasn’t simply to apply the brand assets, but to establish how the system could flex across content-heavy communications without losing its personality.
For the Money20/20 launch, I developed a series of branded data visualisations designed specifically for the screens across the Equals stand.
The challenge was to turn fairly complex statistics into something that could be understood almost instantly in a busy event environment. I used bold typography, simple graphic devices, strong contrast and elements of the new visual language to give each statistic its own character, while keeping the whole series recognisably part of one system.
It was another opportunity to show how the brand could flex beyond traditional marketing formats — creating something functional and informative, but with enough energy and personality to work at scale on the stand.
