XEquals is designed for student-specialist marketers and admission recruiters in the US higher education system – to improve marketing performance in the recruitment process.
Although XEquals is a leader in its industry, the product was relatively unknown. We were tasked to create a brand identity that speaks to higher education institutions, whilst standing out in an ever evolving competitively tech market.
Powered through data gathered at each stage of enrolment, the brand proposition centred around eliminating the guesswork – so we created a dynamic X that moves around key images and copy, drowning out the noise. The X also works as a core graphic device to tie the branding together across all communications and applications. And the use of colour commands attention and reflects the dynamism of the brand.